Activating purpose within an organization is comparable with a change project, as there are many barriers to overcome. Nevertheless, the purpose activation journey is a rewarding one, as there are plenty of benefits that come with a successful purpose activation. Typical barriers are (1) missing emotional storytelling, a (2) lack of adequate role modeling, (3) perception gaps regarding the link between purpose and the company strategy, (4) poorly equipped senior leadership teams as well as (5) limited experience how to effectively cascade the activation journey to engage the employees. At Globeone, we follow a three-step approach to enable purpose driven change. First, we create awareness & understanding in the different target groups by cascading purpose into the organization with thoughtful messaging and building a contextual link to the strategic priorities. Second, we build acceptance & desire through exchange with the C-level and leaders from all business lines. A shared purpose understanding needs to be built and leaders willing to act as purpose ambassadors need to be identified. Third, reinforcement is key as purpose needs to become part of day-to-day management. Purpose-led behaviors & processes need to be defined and integrated into regular job routines as well as lighthouse projects that can be utilized to signal that the organization is heading into the right direction.