This is one of the three practices of awakened companies described by Frederic Laloux in his groundbreaking book: Reinventing Organisations. Organisations are dynamic entities that continuously develop their own purpose beyond that conceived of by stakeholders and beyond a one-time purpose and strategy statement. The process involves a deep listening and dialogue to identify an organisation’s unique reason of existence, beyond mere financial success or hollow mission statements, and then aligning the entire organisation towards fulfilling that purpose and then sensing and adapting purpose to ongoing evolving changes in the environment. The benefits include increased employee engagement, better decision making, enhanced creativity and innovation, better culture and a sense of meaningful work, and adaptation to a rapidly changing world- all leading to a sustainable and purpose drive organisational success and often increased profits.