Running through the centre of The Six ‘I’s^® Model, is Purpose, which leads us to think through the ‘why?’ of innovation.

What does Purpose mean? Very simply, Purpose is the reason for why something is created or for which something exists. Purpose is very powerful, as it acts as an anchor to the whole of the innovation journey, a place that we can return to where we can think through what we are doing and why.

There are two types of Purpose: personal and collective. When the two come together, there is a stronger sense of synergy and alignment. We all know what it feels like to be off Purpose, doing work that does not fulfil us or line up with our values. Sometimes, for a variety of reasons, we have to do work we do not find particularly motivating, but, if we are able to discover our inner Purpose – what drives and motivates us – and find, or create, work or projects that fulfil this internal drive, then this will help to keep us going on the road of innovation when the going gets tough. And it will.

Purpose is also different from having goals. Goals are things we want to achieve in the future, that we are working towards. They are out in front of us. There is nothing wrong with goals, we need them. They help us to focus our energy and give us a destination of where we want to be, but they can also leave us in a sense of anticipation and unfulfilled desire, particularly if they are not linked to an inner Purpose. A word that I use interchangeably with the word Purpose is intent and, from intent we derive the word intention or how our attitude shapes the outcome of our action and behaviour.

As author Mark Matousek says, ‘Intention is different (from goals) because it exists in the present moment and is based on presence, not planning … it is about connecting with our essential Purpose that leads us toward well-being rather than conflict. Intention keeps us aligned with our own core values.’

While this is not a book on discovering your personal Purpose, it is important that you think about what you value and what is important to you in relation to what you are trying to do with regards to innovating. Finding personal Purpose takes work. Just as much as then defining what it is you really want to do with your time and how you want to contribute your skills and talents to something that is bigger than what you could do alone. It is also far more enjoyable to feel like you are doing work that gives you a sense of internal satisfaction and impact.

Then there is collective Purpose or what we do in collaboration with others. The work that we conduct. The projects that we get involved in, the businesses that we start. Throughout the book, I refer to cases and stories of people who have innovated, big and small, known and unknown. What you will find, with most of them, is a sense of personal and collective purpose coming together. For example, in the chapter on implement, I share the story of Anita Roddick, the founder of the Body Shop. Her personal purpose was deeply held values about the environment and cosmetic industry and an intention to create an alternative to what was available for consumers. Her collective Purpose led her to create an organisation that could become a vehicle for this, which later grew to become a global business.

Think through the Purpose of what you would like to do. When you start a new innovation project, take some time to reflect on this before you begin. This will help to clarify your thinking and, if you are collaborating or working in a team with others, create shared understanding and alignment of what each of you expects. It will also help you to define the parameters for identifying where opportunities might be emerging for doing something new.

Innovation is about the creation of value. It is about generating an impact or an outcome. Within organisations, financial value is often the first thing that comes to mind and it is, of course, very, very important. However, when you are defining your Purpose, think more broadly than just financial impact. Think deeply about what you are trying to achieve and the type of value you want to create.

Below are some types of value you can think about when you start to define your Purpose.

• Financial value: the monetary, material or assessed worth of an asset, good or service.
• Competitive/strategic value: a superiority gained by an organisation when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation.
• Social value: refers to wider financial and non-financial impacts that goods and services might create, including the well-being of individuals, communities and social capital creation.
• Environmental value: refers to benefits derived from engaging in practices that have a positive impact on the natural environment.
• Personal value: refers to value derived at the personal level.

Are there other types of value that are important to you?

As well as being at the centre of the Model, Purpose is central to each stage of the innovation journey. It is, perhaps, the most important element as it is a place that you can revisit to evaluate what you are doing and why.

The first exercise I encourage you to do is to create what I call a Purpose Statement.