Understanding projects for their purpose is essential as it can help leaders decide whether the project makes sense strategically. The purpose is a key driver for engaging team members and the organisation and motivating them to support a project. Yet few organisations know how to articulate a project's purpose.

Purpose-driven companies are 2.5 times better at driving innovation and transformation and generate 30% more revenue from innovations launched in the previous year.

When evaluating and prioritising projects, it is not enough to look at the business case. We also need to understand how the project connects to a higher purpose.

Unfortunately, few organisations consider articulating the why of their projects even though...