It is very common for a company to be so immersed in executing its strategy that it lost sight of its purpose. To ensure that your company is focusing on the purpose, you must put your strategy on the back-burner until you are sure it will help fulfill your purpose. Strategies are time-bound and target specific results. Your purpose, in contrast, is what makes you durably relevant to the world. Strategy is but one of several important means to put your purpose in motion. Intrinsic human connection to your purpose is even more important.