The Power of Purpose

Working with ICAS (Institute of Chartered Accountants of Scotland) to create and align them around a common purpose and belief. One that would serve their members and inspire their colleagues to move forwards in today’s fast changing world.



  • DATE:

    Mar 2018 - April 2018


    Company Purpose and Positioning

Our Mission

To understand, explore and articulate a purpose; so that ICAS could align as colleagues, have a positive impact on their members and increase the ongoing value and relevance of ICAS as an organisation. Underpinned by the ICAS brand and values, we wanted to create a compelling purpose and narrative that would help the team bridge their divisions and build a positive momentum for challenge and change.

Over the course of 4 weeks, we worked with over 150 people across the business, gathering insight, stretching thinking, exploring new perspectives to help us understand, refine and articulate the ICAS purpose.

Our Impact

Within 20 days, after over 150 peer to peer hours invested (through workshops, interviews and presentations), we were able to bring to life ICAS’ purpose. Creating energy, momentum and buy-in across the business along the way. We launched the purpose to universal agreement and are now working on how to embed it across the business and use it as a tool for alignment and growth.

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