To survive and excel in a volatile business context, it has been argued that organisations need to adopt a more purpose-driven approach in doing business that transcends profits. Creating and establishing such strong and shared corporate purpose, however, can be a complex process. In the whitepaper ‘The Case for Purpose: Demistifying the field’, Professor Koen Dewettinck and researcher Emmy Defever aim to provide a clear understanding of what purpose is and why it matters.