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Change Management

Defining Organisational Purpose

Achieving clarity on organisational purpose, engaging colleagues and aligning business activity.

Business Stream has a bold ambition to lead in the retail business water market.  It needed to excite and energise customers and colleagues in a largely price-led commodity market. Custerian were engaged to help them develop a clearly articulated and compelling purpose which would differentiate them in the market, galvanise the team internally and support their ambition for growth.


  • How to create brand differentiation in a commodity, price-led market and align colleague activities around a compelling business purpose


  • Facilitated discovery and immersion sessions with the leadership team to frame the challenge and explore options
  • Co-creation of a compelling purpose statement, defining activities and business values
  • Leadership team buy-in and team engagement


  • Clarity within the Senior Leadership Team on the unifying and differentiating purpose of Business Stream centred on the core idea of water supply sustainability and the protection of the environment
  • Genuine optimism and excitement about the future direction and purpose of the organisation.
  • Plan of action to begin to deliver on the ambition
“The ability to understand and sense check on purpose and engagement with it is central to the ability to create compelling propositions. Business stream has a strong proposition, they wanted to test how it could evolve in a sustainable market." Simon Norrie, Founder, Custerian
Edinburgh, Scotland

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