Pressure to Deliver on
Both Purpose and Profit
for Today’s Purpose Driven Leaders
What happens when you’re leading a company and being judged on a double bottom line: mission + money?
Unlike traditional business leaders, those at the helm of purpose-led or mission-driven organisations are measured not just by financial performance, but by ethical standards, impact, stakeholder expectations, and their social licence to operate.
Personally, I believe every business leader should be judged on these.
For every decision in a purpose-led business, there’s a dual lens: impact and income.
It’s a constant balancing act, one that often keeps leaders awake at night.
Questions swirl:
- “Am I doing enough?”
- “Can I grow without compromising what matters most?”
- “How do I pay good people with limited funds”
A Common Misconception
Some leaders might believe that having a strong mission is enough that impact will naturally lead to income, they are usually wrong. Without clear financial goals, efficient systems, the right people in the right roles and operational discipline, even the most inspiring mission can falter.
Purpose must be paired with performance.
What Does It Take to Succeed?
Working alongside leaders navigating these worries, I’ve seen that balancing the double bottom line requires more than just good intentions. It demands strategic decision making, a deep commitment to your company’s core values, a strong alignment between mission and operations and a confidence to stand in your space.
Balancing Mission + Money
- Mission Driven Strategy
Ensure your business strategies align with your mission and values. This could include timely and relevant service or investing in sustainable practices or ethical supply chains, or social impact initiatives or systems that support the work your people deliver. - Financial Discipline
Purpose doesn’t work without profit. Maintaining financial health through cost control, smart investment, and scalable operations is essential to longevity. - Transparency and Communication
Communicate openly with your team, customers, stakeholders, and the wider community. Let them see how your values drive your actions and your results. - Long Term Thinking
True impact isn’t instant. In today’s world so much of our lives are about instant results but this is about the long game. Leading with purpose means accepting that some gains take time, and that mission-led decisions often yield greater success over the long term.
What Happens If the Balance Tips?
Mission First
An over focus on purpose can lead to slower growth, thinner margins, or increased capital requirements. Without financial rigour, even the most meaningful mission can falter or fail.
Money First
A profit first approach can come at a high cost, eroding culture, weakening loyalty, damaging reputation, and, in some cases, putting your social licence at risk.
Most of us have felt the difference. When a company leads with purpose, you feel seen. When it doesn’t, you feel like a transaction.
Real World Example of What This Looks Like
The announcement (as reported by ABC News of May 28, 2025 ) of the collapse of Healthscope , Australia’s second-biggest privately owned hospital operator, exposes the conflicting goals between government responsibility for health services and subsidised but privately run institutions looking to maximise profit.
This example unfortunately is not uncommon. The loss or services to many communities will have far reaching consequences.
There are so many reasons why the Double (or Triple) Bottom Line Matters, here’s 3.
Stakeholder Engagement
Purpose-led businesses attract and retain talent, connect deeply with customers, and earn the trust of ethical investors.
Brand Value
A clear mission enhances reputation and credibility fuelling loyalty and goodwill.
Long Term Sustainability
Balancing mission and money builds resilience. These businesses are more adaptable in the face of economic and social change.
If you’re not leading purpose led business or you don’t see yourself as a mission driven leader and think that none of this matters or applied to you – you’re wrong! Because the world is watching. Customers, employees, and communities expect more.
Every business has the power to do good and the responsibility to choose their impact – what will be your impact?
A little about the Triple Bottom Line? Many clients I work with measure success not only by people and profit but also by the planet. As John Elkington, who coined the term, stated:
“A company should be judged not only by how much money it makes, but by whether it improves people’s lives and the well-being of the planet.”
That’s a future I believe in; where purpose-driven leaders can succeed by being themselves, and where their success builds stronger, more vibrant communities. Because when a purpose-led business thrives, the impact ripples far beyond just profit.
A Few Questions to Reflect On:
- Are you leading a purpose-driven business?
- Do you operate with a double or triple bottom line and if not, what’s holding you back?
- If you led with a mission first, what might change for your business?
Ready to protect your purpose and expand your impact?
Book a complimentary discovery call today.
Explore how strategic advisory support can move your mission forward.
Creating ripples that go beyond just profit
– Heather