Purpose Gives Direction. Principles Determine How We Get There.

For years, leaders have been encouraged to “start with why.”

And for good reason.

Purpose matters. It gives people something bigger to work toward. It answers one of the most important questions any individual, team, or organization can ask:

Why do we exist?

But purpose alone does not answer another equally important question:

How will we live it out?

That is where principles come in.

Many organizations spend significant time defining their mission, vision, and values. They identify what they stand for, what they care about, and what future they hope to create.

But even teams united around the same purpose and values can make very different decisions.

Why?

Because values tell us what matters. Principles guide how we pursue what matters.

The Difference Between Values and Principles

Research on human values, including the work of psychologist Shalom H. Schwartz, describes values as beliefs tied to desirable goals that influence what people consider important and guide their choices.[1]

Values reveal priorities.

A team might value:

• Innovation

• Compassion

• Excellence

• Community

• Growth

But values alone often leave an important question unanswered:

How?

How do we innovate?

How do we show compassion?

How do we pursue excellence?

How do we build community?

How do we create growth?

Principles help answer those questions.

Principles turn beliefs into behaviors. They create a shared approach for making decisions, solving problems, and navigating uncertainty.

Researcher Michael Quinn Patton, known for his work on principles-focused evaluation, explains that effective principles provide guidance for action, especially when people and organizations are operating in complex environments.[2]

In other words, principles are not just statements we believe. They shape what we do.

Shared Values Do Not Always Mean Shared Approaches

One of the biggest challenges leaders face is assuming disagreement means people do not share the same values.

Often, the difference is not the why. It is the how.

Two leaders may both value helping people succeed.

One may believe the best approach is providing more support.

Another may believe the best approach is creating more opportunities for ownership and growth.

The shared value is helping people.

The difference is the principle guiding action.

Recognizing this distinction can create better conversations, stronger teams, and more intentional decisions.

Purpose Needs Principles

A purpose without principles can become an aspiration without direction.

Principles help leaders ask:

• Are our actions aligned with what we believe?

• Are our decisions consistent with who we want to become?

• Are we creating the outcomes we hope to see?

Purpose points the compass.

Values reveal what matters.

Principles guide the path.

Actions determine the impact.

The most effective leaders do not just define what they believe. They build cultures where people understand how to put those beliefs into practice.

Because purpose is not just something we declare.

It is something we choose, practice, and live.

Sources & Further Reading

[1] Schwartz, Shalom H. “An Overview of the Schwartz Theory of Basic Values.” Online Readings in Psychology and Culture, 2012.

Explores how values represent broad motivational goals that guide how individuals evaluate choices and priorities.

[2] Patton, Michael Quinn. Principles-Focused Evaluation: The GUIDE. Guilford Press, 2017.

Explores how principles serve as actionable guidance that helps individuals and organizations make decisions in complex situations.

[3] Covey, Stephen R. Principle-Centered Leadership. Simon & Schuster, 1992.

Discusses leadership built around enduring principles that translate beliefs into consistent behaviors and decisions.

[4] Sinek, Simon. Start With Why: How Great Leaders Inspire Everyone to Take Action. Portfolio, 2009.