What does "Where Are We Going?" explore?

• Team purpose – Why does your team exist? A clear purpose clarifies your focus, defines your value, and helps people connect with the work.
• Organisational alignment – Is your team’s purpose connected to the broader organisational vision? Alignment ensures everyone is pulling in the same direction.
• Key stakeholders – Who relies on your team’s work? Understanding your internal and external stakeholders helps prioritise effort and manage expectations.
• Outputs and outcomes – What are you delivering—and what impact does it create? Knowing the difference helps teams focus on both delivery and value.
• The Team Purpose Statement is a powerful tool to capture all of the above in a single, meaningful direction.

Why "Where Are We Going?" matters

Without a clear direction, teams drift. Goals get muddled. Motivation drops. But when a team has a shared purpose—and can see how its work fits into the bigger picture—people step up.

This question creates that alignment. It defines the ‘why’ that underpins your team’s goals, decisions, and success.

Reflect on your team

• Can everyone on the team explain your purpose in a sentence or two?
• Is your work clearly aligned with organisational strategy?
• Are you delivering just outputs—or achieving real outcomes?
• Do people feel inspired by the team’s direction?

Next steps

📌 Create or revisit your Team Purpose Statement. Use the structure of What–Who–How to define your team’s focus, stakeholders, and contribution.

📌 Clarify outcomes. Move beyond deliverables. Define the difference your team is here to make.

📌 Check alignment. Make sure your purpose connects with organisational goals and strategy. If it doesn’t, refine it.

📌 Facilitate a team conversation. Involve your whole team in shaping the purpose. This builds ownership and commitment from day one.