The larger intention that a company and its stakeholders—customers, employees, partners—are working toward together, beyond any single transaction. In a strategic narrative, it is the "Purpose WITH": not what an organization does for others, but what it creates with them, making customers co-creators rather than consumers.
When a hospital defined its Shared Purpose as helping people live well—not just treating illness—it stopped seeing patients as recipients of care and started inviting them, individual practitioners, local schools, community gardens and even other hospital systems to decide together what staying healthy actually looked like in their neighborhood.
