BusinessPurpose is the cultural counterpart to the vision of a company," says MonikaSmith in her book Business Purpose Design. It is high time for companies and managers to deal with the topic of purpose. A business purpose serves as an orientation and anchor within the company and is more relevant today than ever before. Because social change, driven by globalization, the knowledge of the finite nature of resources, our data-driven transparency, the digital networking of people and companies, and increasing automation requires attitude, leadership, responsibility and sustainability.