Why purpose is a superpower

Laura Lear at strategic communications agency AMBITIOUS shares some leadership lessons based on the thoughts of Kuberno’s Naz Sarkar

 

At a time when purpose has become somewhat of a corporate buzzword and Diversity, Equity, and Inclusion (DEI) targets and strategies are under increasing scrutiny, Naz Sarkar, former CEO of Computershare UK and senior leader at Lloyds Bank argues that purpose isn’t merely the cherry on top of a successful business – it can be a driving force that leads business strategy.

 

During his recent appearance on the AMBITIOUS Thoughtful Leadership Podcast, Naz brought a fresh sense of clarity on what it really means to lead with purpose in today’s world. With experience in both financial services and tech, Naz explained that when some companies may be retreating from formal commitments such as DEI quotas, the need for authentic, purpose-led leadership has never been more important - particularly when it comes to attracting and retaining the right talent.

 

 

Human connection in leadership

When Naz worked in banking, the corporate objective was clear: to deliver shareholder value. That’s the textbook definition of leadership in many large organisations. But trying to motivate teams around this message was a challenge. He reflected that nobody gets up in the morning excited about delivering shareholder value – instead, it was about understanding how their work made a difference to customers, to communities, and to the wider society.

 

People want to feel that what they do matters. When the only North Star is driving efficiency or profits, it’s difficult to find the human purpose of the company. Reframing the conversation, by talking about the ‘why’ behind the work reveals pride and loyalty and a common interest.

 

 

Purpose in the age of pixels

The shift to remote working hasn’t just changed how we log on, it’s changed how we relate. The ability to walk the floor and connect with people face to face has been substituted with days working from home via video and audio connections - and it’s reshaping corporate culture.

 

But as Naz points out, doing the ‘right thing’ is rarely straightforward. Sometimes it’s about living with uncomfortable decisions – progress doesn’t always come in perfect packaging. It can mean debate, pushback, and trade-offs. But this is sometimes the cost of people-focused leadership.

 

Sustaining a positive culture in hybrid or fully remote work environments takes a little more intentional effort. Support, mentorship, and feedback – once organic parts of physical office life – now require a deliberate structure. People are still people, but culture doesn’t sustain itself, it has to be nurtured, especially when we’re not all in the same room.

 

 

Purpose is strategic

Purposeful leadership is often misunderstood. Some hear purpose and think of charity projects, but purpose can be fiercely strategic. Naz explained how, when employees are aligned on a deeper mission, they do more than just show up to work – they care, collaborate, and innovate more. Purpose creates engagement, and engagement drives performance.

 

He noted that today’s top talent is values-driven. Skills can be trained but attitude and mindset cannot. It’s all about getting the best people with the best attitudes. But if you’re not on their page, you simply won’t attract them. The world’s top engineers, strategists, and product developers are looking for more than just a job, they want to belong to something. Ultimately, if your company can’t offer that, they’ll go somewhere that can.

 

 

People will see through half-hearted purpose

Naz claimed that half-hearted attempts at purpose are worse than doing nothing at all. There is already a degree of scepticism around companies’ claims. Audiences have developed a keen eye for what’s real. When purpose is more performative rather than principle-led, it doesn’t just fall short – it backfires.

 

People can spot a brand that backs a cause and one that truly believes in it. When customers and employees don’t fully trust your intentions, cynicism can creep in and the culture of the organisation can crumble.

 

The culture of a business can be based on many small signals; for example, what is celebrated, what is prioritised, and what is supported. Naz’s advice is to be honest and authentic.

 

Sponsoring difficult causes around the world can be emotive, but building a culture based on purpose equally doesn’t have to be loud. It can be about small, local projects that will resonate with teams and customers. Sometimes, it’s just quietly engaging with teams, customers, and the communities they care about. If it’s authentic and matters to people, it will have an impact.

 

 

What kind of leader do you want to be?

For leaders trying to find their voice and drive the culture of their organisation it is easy to get lost in the noise around corporate communications especially when the conversation around sustainability and DEI has become fraught. There may be a certain degree of fear around negative reputational damage if you put a step wrong.

 

But Naz’s experience demonstrates what can happen when you move away from short-term goals and instead focus on creating long-term impact. Purposeful leadership isn’t a stance purely for stable times - it becomes even more of a necessity, helping to give direction in uncertain times. It also builds resilience for the organisation and continues to attract people that care.

 

Building a strong organisational culture that supports growth requires balancing purpose with practice and communicating that effectively with internal and external audiences.

 

Internally, this means connecting everyday work to a bigger mission and creating open feedback loops to build trust. Externally, it’s about understanding your core audience, aligning your message with your values, and communicating honestly to strengthen brand trust.

 

When these principles are woven into your communication strategy, you can create an environment where your people, and your business, are set up to succeed. 

 

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Laura Lear is Deputy Managing Director of strategic communications agency AMBITIOUS. Click here to listen to the full episode of the AMBITIOUS Thoughtful Leadership Podcast with Naz Sarkar for more insights

 

Main image courtesy of iStockPhoto.com and janiecbros