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The CEO must make the difficult decision to activate their company's purpose and align it with their own personal purpose. This requires embracing vulnerability, taking stock of potential areas of dissonance, and seeking feedback from others. The goal is to create an environment where purpose is continually tested, discussed, improved, and lived. To achieve this, leaders must:1. Embrace vulnerability and examine their own ability to be vulnerable.2. Seek candid views from others about their behaviors and make changes as needed.3. Start a dialogue with the future by examining potential areas of dissonance between what the organization says and does.4. Prototype the purpose to test its practicality and resonance in day-to-day work.5. Extend and amplify the organization's purpose by championing it publicly and being willing to take criticism.By doing so, leaders can create a more purposeful organization that benefits both employees and stakeholders.