Module 10 — Purpose / Why
Frameworks: Sinek Golden Circle · Lencioni organisational purpose
Goal: Surface the brand's core belief — the Why that exists independently of what the organisation sells or how it delivers. Captures the founding conviction, not the elevator pitch.
Raw
Core belief (why does this exist?)
The behavioural How (values in action, not poster slogans)
What the brand refuses to be or do
Founder quotes strong enough to become internal anchors
Synthesis
Candidate Why formulations (offer 2–3 versions, vary register and specificity)
Open questions / threads to pursue in later modules