Sales “This new feature is urgently needed”. Customer “Please note that our improvement proposal is considered as very urgent.” Technical Support “This bug fix is hyperurgent”. VP “I expect you to asign top priority to my committed feature.” … If you manage to get your team working in a purpose mode in such an environment then my congrats. There needs to be a purpose culture in the whole organisation. If you and some around you are the only purpose-driven guys you’ll have a tough time.