Purpose Amnesia

We started a bakery to feed the neighbourhood. The bread was warm. People queued. The purpose was visible in every loaf.

Then we grew. Logistics manager. Supply chain analyst. Digital marketing team. Somewhere between the third warehouse and the second CRM, we forgot we were a bakery. Now we optimise delivery routes for bread that arrives cold.

Simon Sinek built his framework around this: organisations that lose their “why” become commodities competing on cost alone. Efficiency without purpose is a faster route to a destination nobody cares about.

The fix is not a rebrand. It is a question: “What problem did we exist to solve, and are we still solving it?”