Your credit union's purpose is the "why" behind your organization's existence. Your purpose has power. It is the aspirational reason your employees show up to work. It is the call to action to serve your members and the community. Organizations that put purpose at the core of strategy do better. A clear purpose creates alignment throughout the organization. Purpose can guide boards, senior leaders and employees alike in decision-making, and your employees want to align with a clear unified organizational mission. Purpose provides impetus that inspires people to do even more.