Module 10 — Purpose / Why

Frameworks: Sinek Golden Circle · Lencioni organisational purpose

Goal: Surface the brand's core belief — the Why that exists independently of what the organisation sells or how it delivers. Captures the founding conviction, not the elevator pitch.

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Raw

<!-- Verbatim quotes, stories, and examples captured during the interview. Record exact language — paraphrase belongs in Synthesis, not here. Include speaker attribution if multi-founder session. -->

Core belief (why does this exist?)

The behavioural How (values in action, not poster slogans)

What the brand refuses to be or do

Founder quotes strong enough to become internal anchors

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Synthesis

<!-- Your interpretation of the raw material. Write three sections: formulations, open questions, contradictions. -->

Candidate Why formulations (offer 2–3 versions, vary register and specificity)

3. Open questions / threads to pursue in later modules

Contradictions or tensions between participants (multi-founder only)

How does this Why constrain or enable positioning? (bridge to Module 20)