Kedron Rhodes

Purpose isn’t soft. It’s strategic.

I’ve been wrestling with this concept for weeks—the relationship between purpose and competitive advantage. Not the feel-good, wall-poster version of purpose, but the kind that actually drives decisions, shapes culture, and creates sustainable differentiation in the market.

Here’s what I keep coming back to: leaders with crystal-clear purpose don’t just feel better about their work—they make better strategic decisions. When you’re anchored by something larger than quarterly earnings, you can navigate uncertainty with confidence, attract and retain top talent, and build cultures that adapt rather than fracture under pressure.

The theme crystallized when I read my friend Shawn’s piece this week about his journey toward finding higher purpose. What struck me wasn’t just the personal transformation—though that’s compelling—but the strategic implications. Shawn didn’t just find meaning; he found a framework for decision-making that elevated his leadership and, by extension, his organization’s performance. His story mirrors what I see in the most effective leaders I know: they’ve moved beyond managing tasks to creating an advantage.

But here’s the strategic challenge most leaders face: How do you translate lofty purpose statements into competitive advantage? How do you avoid the “purpose-washing” trap while building something that actually moves the business forward? The research this week offers some fascinating answers—from neuroscience-backed frameworks to real-world case studies of companies that have cracked this code.

The leaders winning in today’s environment aren’t just purpose-driven; they’re purpose-strategic. They understand that in a world where talent is mobile, customers are values-conscious, and change is constant, purpose becomes your North Star for sustainable competitive advantage.

Pack Your Higher Purpose for the Long Haul 🎒

Shawn’s vulnerability in sharing his purpose journey reveals something profound about leadership transformation. After years of wrestling with traditional mission statement exercises—the funeral test, childhood passion reflections, the whole Steven Covey toolkit—his breakthrough came during a simple bike ride when he realized his higher purpose: “to spread the joy of learning and making.” What makes this more than personal development is how he immediately activated this purpose during the pandemic crisis, using it as a strategic framework to protect his organization, energize his people, and guide tough decisions. His daily journaling practice of writing gratitude and “focus for today” lists—often including his purpose statement—transforms his meetings from a have-to-do list into a get-to-do list. This isn’t just about feeling good; it’s about building the strategic resilience that lets you thrive when others merely survive. The competitive advantage comes from having a decision-making framework that’s both deeply personal and organizationally powerful. (Explore the Full Journey →)

🪏 Take it a bit deeper with these…

🏢 Strategic Culture Building

• To Align Purpose and Profit, Company Culture Matters — E.ON Italia’s “Make Italy Green” campaign wasn’t just marketing—it was a strategic movement culture that tripled earnings while engaging millions of Italians in sustainability efforts. The key insight: purpose-driven movements must align with business strategy, not compete with it. Strong cultures create alignment between strategic rationale and organizational purpose, avoiding the demotivating scenarios where economic incentives and civic aims conflict. When done right, this creates differentiation, growth, and authentic competitive advantage.

🧠 Leadership Frameworks

• The Missing Link Between Purpose and Performance — Research analyzing 57,000 employees across 469 companies reveals the critical role of team leaders in translating corporate purpose into employee commitment through regular dialogue, balanced relationships, and worker autonomy. The breakthrough finding: purpose doesn’t automatically cascade down from corporate statements. It requires intentional “purpose dialogue” at the team level, where leaders act as both ambassadors of change and enforcers of operational demands.

• Mission Statement Builder | FranklinCovey — Sometimes the fundamentals matter most. This practical tool helps individuals, teams, and families define mission statements that reflect “what really matters most to you and the people involved.” The strategic value lies in the clarity—when everyone understands the true north, decision-making becomes faster and more consistent across the organization.

• Shift your mindset—define your leadership purpose — Korn Ferry’s research shows leaders with clear leadership purpose often ascended to more challenging roles with an average tenure of 18 years. The “Three G” model—Gifts, Give, and Grow—provides a practical Venn diagram for defining personal purpose that transcends self and benefits the enterprise. Purpose becomes your North Star that keeps orientation steady while navigating obstacles.

• Understanding Purpose-Driven Leadership: Why & How — Purpose-driven leadership creates direction, alignment, and commitment while building belonging at work and fostering greater organizational performance. The critical insight: purpose is universal but not uniform—what employees value and derive purpose from varies significantly across individuals. Smart leaders help employees find their own meaning rather than dictating why work should matter to them.

👋 Sign-Off

This topic feels so foundational to finding your strategic advantage that I almost wish I’d started here. The leaders I most admire—the ones who build lasting competitive advantage—all share this common thread: they’ve discovered their deeper “why” and learned to use it as both personal anchor and strategic weapon.

Purpose isn’t the soft side of leadership; it’s the sharp edge that cuts through complexity, attracts top talent, and creates the kind of organizational resilience that competitors struggle to replicate. When you’re clear on your purpose, everything else—strategy, culture, decision-making—flows with greater clarity and power.

Thanks for reading, and as always, I welcome your thoughts and experiences. What’s been your journey toward purpose-driven leadership? Where have you seen it create real competitive advantage?

Live into your purpose, and let it drive your advantage.

⁓ Kedron

P.S. We dropped our youngest off at college last Friday, and though I had a couple years of practice with our oldest, this one hit differently. The house has a new kind of quiet that’ll take some getting used to. What makes it even more surreal—he’s attending my alma mater, something I never would have imagined in a million years! And here’s the kicker: he’s in their honors program (both kids are, thankfully they take after their mother!) focused on creativity and innovation—a topic close to my heart. Watching him dive headfirst into orientation activities reminded me that purpose often begins with curiosity and courage. Can’t wait to see where his college journey leads and what unique contribution he’ll discover along the way.