DREIESKIVA​|Roald Kvam

In a world where change is constant and ambiguity is the norm, teams face a critical question: How do we stay grounded when the ground is always shifting?

The answer lies in shared purpose.

When teams are aligned on a clear and meaningful “why,” they become resilient in the face of uncertainty. Shared purpose serves as both compass and glue—it keeps people pointed in the same direction while binding them together, even when the path is unclear or constantly evolving.

In times of disruption, it’s not rigid plans that hold teams together—it’s clarity of values and alignment on what matters most.

What is shared purpose?

Shared purpose is more than a mission statement on a wall. It’s a living, felt sense of why the work matters—individually and collectively. It reflects what the team stands for, who they serve, and the impact they aim to create.

When teams are connected to purpose, they are:

• More engaged and motivated.
• Quicker to make aligned decisions without micromanagement.
• Better at navigating ambiguity and course corrections.
• More unified during stress, avoiding fragmentation and finger-pointing.

Purpose acts as a “north star”—it doesn’t eliminate complexity, but it illuminates the way forward.

Why shared purpose matters in uncertainty

Uncertainty can breed anxiety, hesitation, and reactive behavior. People may pull in different directions or retreat into silos. Teams lacking alignment often experience:

• Slowed decision-making (“Are we even working toward the same thing?”)
• Disengagement (“What’s the point of this?”)
• Conflict or confusion about priorities

Shared purpose mitigates these effects. When people know what they’re moving toward—and why—it creates stability without stasis. It allows for flexibility in how the team gets there, while anchoring them to a consistent reason for doing the work.

Think of it this way: Purpose is the mountain. Plans are the paths. The route may change, but the destination remains.

How to build and maintain shared purpose

1. Articulate the «WHY» — Clearly and often

Leaders must communicate purpose not just once, but regularly—and in language that connects emotionally. It’s not just “increase market share” or “optimize systems.” It’s “help our users live with dignity” or “build something future generations can be proud of.”

Example: Instead of saying, “We’re pivoting to a new product line,” try:
“We’re evolving to meet our customers where they are—because their needs are changing, and we’re here to serve them.”

2. Involve the team in shaping purpose

When people co-create the purpose, they’re more likely to internalize it. Invite the team to discuss questions like:

• What impact are we proud of?
• What values guide us when things get hard?
• How does our work serve others?

This fosters ownership and ensures that purpose is more than top-down instruction—it’s shared.

3. Connect daily work to the bigger picture

Teams lose sight of purpose when it feels abstract or disconnected from their tasks. Great leaders consistently “zoom out” and show how even small wins link to the larger mission.

Example: “That update you made improved our app’s accessibility—and that means more people can use it with ease. That’s inclusion in action.”

4. Make alignment a habit

Use purpose as a filter in everyday decisions. In meetings, ask:

• How does this initiative support our core goals?
• Are we still aligned on what success looks like?
• Does this approach reflect our values?

This builds a culture of purpose-driven decision-making, even when circumstances shift.

5. Reinforce through rituals and recognition

Purpose is sustained through repetition and reinforcement. Embed it into:

• Onboarding for new team members
• Weekly check-ins or retrospectives
• Recognition programs (celebrate contributions that embody shared values)
• Internal communications (stories, updates, videos)

Make purpose a lived experience, not a one-time slogan.

The role of leadership

Leaders are stewards of purpose. Their job isn’t to control every detail—it’s to ensure that people feel anchored and empowered.

In uncertain times, this means:

• Repeating the “WHY” until it sticks.
• Holding space for questions and doubts without losing direction.
• Modeling behaviors that reflect core values.
• Trusting the team to make aligned choices without over-managing.

A strong leader says: “Here’s where we’re going. You’ll have autonomy in how we get there—but we’re in this together.”

Shared purpose ≠ Fixed plan

It’s important to distinguish between purpose and plan. Plans are temporary. Purpose is enduring.

• The plan may shift from in-person services to digital offerings.
• The purpose—empowering users, building community, improving lives—remains.

Teams that confuse the two become brittle. Teams that hold purpose loosely but firmly remain nimble and motivated.

— — —

In a landscape of rapid change, shared purpose is a stabilizing force. It builds alignment, accelerates decision-making, and sustains motivation—even when the future is murky.

When teams know WHY they do what they do—and that they’re doing it together—they become more than operational units. They become resilient, mission-driven communities capable of evolving and thriving.

Remember:

• Plans may fail. Purpose endures.
• Goals may shift. Values guide.
• When people are aligned on WHY, they’ll figure out the HOW.