Understanding
Purpose-Shaped Strategy™
Purpose at the Core. Excellence by Design.
A distinctive approach to strategy that aligns decisions with purpose and enables organisations to achieve meaningful, lasting excellence.
What is Purpose-Shaped Strategy?
Purpose-Shaped Strategy is a distinctive approach to strategy that moves beyond performance metrics and market positioning. It begins with a deeper, more fundamental question: Why does your organisation exist?
From this foundation, strategy is not merely informed by purpose — it is shaped by it. Every decision, priority, and transformation is aligned with your organisation’s true reason for being, creating clarity in complexity, empowering conviction, strengthening internal cohesion, and enabling lasting strategic advantage.
Purpose-Shaped Strategy is both a philosophy and a process. It is delivered through three interconnected stages: Diagnose (using the Ten LOX Framework™), Shape (where the strategy itself is designed from purpose outward), and Embed & Evolve (embedding it into practice through the ABCDEFG Methodology®). The result is strategy that is both purposeful in design and enduring in delivery.
Why it Matters
Drawing on leading academic thinking — inspired by research from Oxford Saïd Business School and Harvard Business Review — and grounded in real-world consulting practice, Purpose-Shaped Strategy blends the art of judgment with the rigour of diagnostic insight.
It transforms purpose from an abstract ideal into a practical, shaping force that unifies leadership, culture, operations, and market positioning. Purpose becomes not a statement on a wall, but the driver of alignment, conviction, and sustained excellence across the organisation.
Through this distinctive approach, strategy gains not only direction but depth — enabling organisations to make decisions that are intentional, authentic, and enduring. This philosophy is activated through our proprietary frameworks, which translate purpose into measurable alignment and meaningful transformation.
From purpose to performance, the journey of purpose-shaped strategy aligns strategic intent with meaningful delivery — driving decisions, inspiring excellence, and creating value that lasts.
The Purpose-to-Value Journey
How it Works
Purpose‑Shaped Strategy is brought to life through the Strategy Evolution Cycle (SEC) — a three‑stage process that provides diagnostic insight, strategic design, and structured delivery:
We begin by assessing how well your organisation’s purpose aligns with strategy, culture, and operations. The Ten LOX Framework evaluates ten levers of excellence, providing a clear alignment map and identifying strengths, gaps, and opportunities for growth.
Diagnose — The Ten LOX Framework
Building on these insights, we shape a clear strategic direction from your purpose outward. This stage defines the direction of travel, clarifies strategic priorities, choices, and initiatives that will drive meaningful, lasting excellence — ensuring every decision aligns with your organisation’s reason for being.
Shape — Purpose-Shaped Strategy
The strategy is then embedded into daily practice using our seven-step change methodology. This ensures changes are delivered, evaluated, and continuously refined over time to stay relevant and effective, so that excellence becomes part of how your organisation operates.
Embed & Evolve
Together, this three-stage process makes purpose the active shaper of strategy: insights are uncovered in Diagnose, strategy is designed in Shape, and delivery is sustained through Embed & Evolve.
The Strategy Evolution Cycle (SEC)
The SEC combines The Ten LOX Framework, Purpose-Shaped Strategy, and the ABCDEFG Methodology into a seamless three-stage cycle — diagnosing alignment, shaping strategy, and embedding it to sustain excellence.
Across each of the Diagnose, Shape, and Embed & Evolve stages, integrated analytical and execution tools enhance clarity, decision-making, and transformation — ensuring purposeful strategies are delivered and embedded for lasting excellence.
Key Outcomes
Purpose-Shaped Strategy delivers more than a plan — it shapes how organisations think, decide, and excel. By anchoring strategy in purpose and delivering it through our three-stage process, organisations achieve:
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
Strategic Clarity – A coherent vision rooted in deeper purpose, guiding every decision with confidence.
Organisational Alignment – Leadership, culture, and operations unified around what truly matters.
Excellence by Design – The Ten LOX Framework defines and measures excellence, making it actionable and sustainable.
Purpose-Activated Transformation – Change that moves beyond performance improvement to meaningful impact.
Distinctive Market Presence – A strategy shaped from purpose resilience, relevance, and differentiation that lasts.
Lasting Value Creation – Commercial, cultural, and reputational value strengthened and sustained over time.
Applying Purpose-Shaped Strategy
Purpose-Shaped Strategy can be delivered as a standalone service, but its greatest impact comes when it anchors our wider engagements — translating diagnostic insight from the Ten LOX Framework into purposeful delivery across strategy, culture, and execution.
We apply PSS to organisational alignment — ensuring leadership, culture, and operations move in unison with deeper purpose. Using Ten LOX, we diagnose alignment; insights then shape direction through PSS, while the ABCDEFG Methodology, supported by tailored digital tools, delivers transformation with clarity, visibility, and sustained impact.
Sustainability becomes meaningful when shaped by purpose. We assess ESG priorities through Ten LOX (especially Sustainability, Authenticity, and Value), then shape a clear direction through PSS and deliver impact via ABCDEFG supported by specialist digital platforms.
By integrating Ten LOX as diagnostic lens, Purpose-Shaped Strategy as strategic core, and ABCDEFG as structured pathway, the Strategy Evolution Cycle comes to life. Together, these frameworks underpin Business Transfiguration® — enabling organisations to align with purpose, lead with clarity, and evolve with confidence.