Leadership today faces a complex challenge: how to move beyond traditional strategy frameworks that often fail to inspire action. While many executives focus on operational metrics and quarterly targets, the real transformation happens when organizations discover their deeper purpose. Aurélien Mangano, founder and CEO of DevelUpLeaders, has spent over 15 years helping senior executives turn vision into reality by addressing this fundamental gap.
Start with Strategic Purpose, Not Just Strategy
Most corporate strategies fail because they’re drowning in complexity. Aurélien sees this problem repeatedly in her work with directors, VPs, and C-suite executives. “Too many strategies are packed with jargon but lack clarity and meaning. Strategy doesn’t resonate with your employees, and what we want is to inspire people with purpose and help them understand their why and how it transforms corporate direction into reality.”
The solution lies in what Aurélien calls “Kokorozashi,” a Japanese concept that goes deeper than surface-level mission statements. “It’s a Japanese word meaning a deeper personal why. It aligns not just your head but your heart into your leadership.” This approach transforms how leaders connect with their teams because purpose creates emotional engagement that pure strategy cannot achieve. The impact of this shift is measurable. According to Aurélien’s experience working with senior leaders, “Leaders I work with have no clarity in their purpose, and this is why I feel it is so important to have a clear mindset of what purpose is, what strategy means. It can improve your execution by 25%.” The improvement comes from something powerful: purpose inspires action, not just compliance.
Build Organizational Alignment Around Purpose
Alignment problems show up everywhere in business, but most executives miss the root cause. When teams pull in different directions, it’s usually not a communication problem. “The purpose is not just big words and a vision. It’s everything that motivates your team. When departments compete instead of collaborating, or when teams move in different directions, it’s usually because they are not aligned on the same purpose.” The statistics Aurélien shares reveal just how widespread this problem has become. “95% of employees don’t understand their own strategy and vision of the company. This means that 95% of people are working in different directions, and only 5% of your team is working in the right direction. It’s a waste of energy.” These numbers explain why so many well-funded initiatives fail to deliver expected results.
Real change happens when leaders embed purpose into their strategic communication. Aurélien witnessed this transformation firsthand with a Fortune 500 client. “One of my clients, a Fortune 500 VP, shifted from fragmented execution into unified momentum just by reshaping the narrative of their strategy through purpose, and it changed everything.” The key was connecting the strategy to something people could believe in and work toward together.
Inspire Through Purpose-Driven Leadership
Leadership development typically focuses on skills and competencies, but Aurélien takes a different approach. “Purpose doesn’t drive business, it defines leaders. As an executive, your ability to inspire others begins with your own clarity.” This means developing executive presence, emotional intelligence, and a mindset focused on long-term impact rather than short-term wins. Purpose also builds something that can’t be taught in traditional leadership programs: resilience. Aurélien explains that “your purpose makes you resilient. Purpose-driven leaders are seen as visionary, not just managers. They attract followership, they build trust, and lead with resilience even during disruption.” This distinction between managers and visionary leaders becomes crucial during challenging times when teams need direction and inspiration. That’s why Aurélien’s approach to C-suite leader certification starts differently than most programs. “C-suite leader certification starts with purpose before moving into strategy, branding, and execution, because your purpose is what defines you.” Skills matter, but without clear purpose, even the most competent leaders struggle to create lasting impact.
Business transformation isn’t about buying new software or reorganizing departments. “Business transformation isn’t just about changing systems or structure, it’s about transforming leadership.” When teams feel disconnected or strategies keep failing, the fix usually starts with the person in charge. Aurélien’s advice is straightforward: “If your strategy feels stuck, your team disconnected, or your vision unclear, start by anchoring everything to purpose.” It’s not a quick fix, but it’s the only fix that actually lasts. “When you lead with purpose, you don’t just drive results, you drive legacy.” Most executives know something’s missing. They can feel it in the endless meetings that go nowhere and the strategies that never quite work. Purpose might sound soft, but it’s the hardest thing most leaders will ever do. And according to Aurélien, it’s the only thing that actually works.
Follow Aurélien Mangano on LinkedIn for more leadership insights rooted in clarity, alignment, and purpose.
