We live in a world saturated with leadership titles — CEOs, Directors, Chief This and That — and most recently, Chief Purpose Officer. At first glance, this evolution seems promising. After all, the rise of “purpose” in corporate vocabulary should reflect a deeper shift in how we lead, right?

Not quite.

Dressed for Purpose, Wired for Management

The truth is, 99% of those in leadership positions are still managing — not leading. They’re keeping the wheels turning, following protocols, delivering on KPIs. But they’re not inspiring, not igniting change, and certainly not anchored in purpose.

Too often, the CPO title is simply a corporate badge, not a transformation of leadership identity. Many CPOs are promoted managers — professionals skilled in operations, hierarchy, and compliance — suddenly tasked with leading purpose-driven change. But if the mindset hasn’t changed, neither has the mission. It’s a corporate manager wearing a corporate hat — just with a new label.

This is why I dedicated the opening section of my book, Chief Purpose Officer, to emphasising the importance of deactivating the industrial-age, managerial mindset before engaging in the true work of leadership.

So, what distinguishes the 1%?

Their edge as leaders couldn’t be clearer.

They have clarity of personal purpose, not just professional ambition. They’ve articulated their leadership DNA, and it guides how they show up — with empathy, vision, and conviction. They also work to reveal and align the organisation’s DNA — often hidden, neglected, or undefined. Without this clarity, even the best leadership titles collapse under their own weight.

When purpose is real — not performative — it has power.
When leadership is authentic — not inherited — it creates movement.
And when both are aligned, you don’t just manage teams. You inspire people. You reshape cultures. You change lives.

This is the work of the Chief Purpose Officer — not just in title, but in truth.

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Closing thought:

Leadership is no longer about how high you climb, but how deep you’re anchored. The world doesn’t need more managers with new titles. It needs purpose-led leaders who know who they are, why they lead, and what they’re here to change.