While “Purpose” is a popular buzzword,

what is its role in building a trust-based culture?


Purpose is the third of *12 behaviors in our Tap Into Trust (TAP) framework having now been accessed over 150,000 times in 16 languages. 

Trust Across America-Trust Around the World created The “Art” of Trust visual “cues” to start a discussion about behaviors in the workplace, and with all stakeholders, that build and weaken trust. Together these cues form a “Wall” of Trust, telling a story to enhance learning and retention.


In the context of building team and stakeholder trust, we define “Purpose” as follows:

We engage our stakeholders to build shared purpose.

We avoid short term “wins” that undermine future success.


To date, over 20% of our 600+ survey respondents identified “purpose” as lacking in their workplace.

The following are two discussion questions our Trust Alliance members suggest to improve purpose and elevate trust.

  1. How do we demonstrate to our stakeholders that we have their best interests at heart?
  2. Can we articulate the difference among the concepts of purpose, mission, and values?

The “Art” of Trust  is one of many resources designed for our Trust Action Project to help leaders, teams and organizations move from trust talk to ACTION in 2021 and beyond.

Would you like to build a Wall of Trust for your team? Take the first step.



Join our global Trust Alliance and participate in our programs.

Learn more about the Trust Action Project 2021 at this link.

*TAP INTO TRUST is an acronym. The 12 behaviors are equally weighted. The weakest behaviors break the trust chain.

Copyright 2021, Next Decade, Inc.

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