Alignment with Purpose

February 2025

Welcome

It’s February, and while the excitement of the new year fades into the back ground we remain focused on not doing more, but doing what matters. Finding your “why” is one thing, and living it is where the magic happens. A clear purpose isn’t just an idea—it’s a compass, guiding decisions, shaping priorities, and ensuring that the way you show up in your work (and life) is aligned with what truly drives you.

Let's explore how to move from understanding your purpose to actively living it—turning values into action and inspiration into impact.

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Insights

Decide towards your purpose

Discover Health - Profit with Purpose

One of South Africa’s standout companies, Discovery Health, didn’t just enter the healthcare space to sell insurance—it built an entire business model around living its why: making people healthier.

Traditional medical insurance focuses on reactive healthcare—paying for treatments after people get sick. Discovery Health saw an opportunity to do things differently by making health proactive rather than just reactive.

Instead of just covering medical costs, Discovery Health aligned its business model with its purpose by launching Vitality, a rewards-based program that incentivizes healthy behavior. The program offers discounts on gym memberships, healthy food, and even travel for members who take active steps to improve their well-being.

The Impact:

• Better Health Outcomes: By aligning its core business with promoting healthier lifestyles, Discovery isn’t just reducing claims—it’s actually helping people live better lives.
• Business Growth: The success of the Vitality model has driven expansion into global markets, proving that businesses can be profitable while staying purpose-driven.
• A Shift in the Industry: Discovery’s model has influenced how other insurers and businesses think about proactive wellness and rewards-driven engagement.

Their success proves that when you live your why, you don’t just grow—you create impact far beyond your bottom line.

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If you are looking to forge forwards in leadership, contact contact Ryan to find out more about our Leadership Development Programme.

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