31st May 2018


I have written blogs before about the importance of purpose for each of us as individuals and about the role that Core Purpose can play in aligning the team in our organisation. I was reading something recently by Salim Ismail the author of Exponential Organisations. He writes that the one common factor of the most successful organisations he has studied is that they have a MTP; a Massive Transformative Purpose.

He defines it thus.

Massive Transformative Purpose (MTP) describes a better future for the world (or at least your industry or community).

It doesn’t specify how.

It’s not about you, your customers, your organization, your products or services.

No ‘you’, ‘we’ or ‘us’. You are not in the picture.

It is not a marketing slogan.

It is your north star, but it doesn’t restrict your organization from changing direction.

It might excite and scare you, and catch in your throat, it matters that much to you.

You might never fully achieve it, yet it is still worth striving for.

A great MTP attracts the customers, community, partners and resources you need to make a dent in the universe…


  • To accelerate the world’s transition to sustainable energy. – Tesla
  • To make sustainable living commonplace. – Unilever
  • Organize the world’s information. – Google

Now you may not feel that a Massive Transformative Purpose is really you. You may feel that it is overkill, or worse yet American! But the man at the top of the mountain didn’t fall there. We don’t achieve great things by accident. If you want to achieve something good you have to be aiming for something great, and to achieve something great you have to be aiming for something outstanding. What are you aiming for? Remember what it was that Michaelangelo said. “The greater danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.”

Book a free coaching consultation with Ian Kinnery today!