I made a New Year’s resolution for 2023 to formulate a few thoughts on a regular base in the tension between my perspective on the world and my work. Let’s see where the journey goes … — All just buzzwords Purpose is not only a big trend in employer branding but, in my personal experience, also a real need among many employees. We usually mean the reason, the why or the right of our actions to exist, especially in the context of work and business in companies.