A person holding a compass over a river

How you can achieve a deep purpose culture

In this episode of the Think People Podcast, EY Lane4 host Michael Costello explores the power of purpose, interviewing Ranjay Gulati on his research, findings and formula for achieving deep purpose.  

The power of purpose cannot be underestimated, with the novelist Dostoyevsky writing in ‘The Brothers Karamazov’, “The mystery of human existence lies not in just staying alive, but in finding something to live for”. But what is purpose, and how do we tap into it? 

EY Lane4 manager Michael Costello interviews author and Harvard Business School professor, Ranjay Gulati, exploring his incredible research, formula and findings on the power of purpose and the lessons for business leaders.

Tune into this exciting Think People Podcast episode and delve into the world of deep purpose culture.

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Key takeaways: 

  • Although the ingredients of a deep purpose may be clear, organisations aiming to drive a purpose culture still make mistakes.

  • Hybrid working has catalysed the development of organisational purpose.

  • Purpose is critical to long-term strategic success, but with financial pressures and constraints there is a deep purpose ‘trade-off’.

  • To ensure organisational purpose is lived and breathed by employees, organisations must adopt several approaches, including recruitment, branding and stakeholder communications.
  • Leaders must ensure there is strategic and purpose alignment, with organisational purpose connecting with personal purpose.

For your convenience, the full text transcript of this podcast is also available. 

Read the transcript.


Michael Costello
Manager, EY Lane4, EY Professional Services Limited


Duration 35m 49s