Purpose Builder

In today’s fast-moving and complex organizations, strategy often becomes a collection of documents, disconnected from daily work. Teams lose sight of the bigger picture, and motivation fades. The Purpose Builder Template helps you avoid that trap by putting purpose at the heart of your strategy.

This template guides you through Simon Sinek’s Golden Circle model—Why, How, What—to help you craft a clear, inspiring purpose statement. More than a branding exercise, this is about creating alignment, energy, and direction for your team or organization. Because when people know why their work matters, they act with more focus, initiative, and ownership.

🔍 What is this template about?

The Purpose Builder Template helps teams and leaders articulate their deeper reason for existing—not just what they do, but why they do it. Based on the Golden Circle framework by Simon Sinek, the template invites you to reflect on three layers:

• Why – Your core belief. The impact you want to make.

• How – Your guiding principles. How you deliver value.

• What – Your concrete actions, services, or products.

Unlike generic vision templates, this format starts with Why, which is key to building purpose-driven strategies. It creates the foundation for everything that follows—vision, goals, priorities, and daily decisions.

🎯 What does it help you achieve?

This template helps teams:

• Align around a shared purpose and strategy.

• Increase intrinsic motivation and engagement.

• Create a strong narrative that connects people to the mission.

• Make better strategic decisions by linking daily work to long-term impact.

• Accelerate strategy execution through clarity and focus.

When your purpose is clear, your strategy becomes something people believe in—because they helped build it.

👥 Who would benefit from it most?

This template is designed for:

• Agile Coaches looking to create strategic alignment between teams and leadership.

• Team leads and managers running kick-off sessions or strategy sprints.

• Executives who want to reconnect their people with the company’s mission.

• HR and People & Culture teams facilitating team development or onboarding.

• Consultants and facilitators leading offsites or transformation programs.

Whether you work in a startup, scale-up, or corporate environment, this template helps you translate abstract values into concrete, shared direction.

🛠 How to use it

1. Gather your team: Use this in a workshop setting—on-site or remote. You can use Miro’s collaboration features to co-create in real-time.

2. Start with ‘Why’: Use the guiding questions to discuss your team’s deeper reason for existing. Go beyond revenue or performance.

3. Explore the ‘How’: What are the values or behaviors that define how your team works?

4. Define the ‘What’: Capture your key actions, products, or services.

5. Synthesize into a Purpose Statement: Combine your insights into a clear and inspiring sentence.

6. Use it: Don’t let your purpose live in the template. Use it to frame strategy sessions, team check-ins, and decision-making.

You’ll find helpful prompts and sticky notes to guide the process, making it easy to adapt for different teams or contexts. Want to go further? Pair this template with a strategic planning board or OKR framework to build on your purpose.