# Module 10 — Purpose / Why

> **Frameworks:** Sinek Golden Circle · Lencioni organisational purpose
>
> **Goal:** Surface the brand's core belief — the Why that exists independently
> of what the organisation sells or how it delivers. Captures the founding
> conviction, not the elevator pitch.

---

## Raw

<!-- Verbatim quotes, stories, and examples captured during the interview.
     Record exact language — paraphrase belongs in Synthesis, not here.
     Include speaker attribution if multi-founder session. -->

### Core belief (why does this exist?)

### The behavioural How (values in action, not poster slogans)

### What the brand refuses to be or do

### Founder quotes strong enough to become internal anchors

---

## Synthesis

<!-- Your interpretation of the raw material.
     Write three sections: formulations, open questions, contradictions. -->

### Candidate Why formulations (offer 2–3 versions, vary register and specificity)

1.
2.
3.

### Open questions / threads to pursue in later modules

### Contradictions or tensions between participants (multi-founder only)

### How does this Why constrain or enable positioning? (bridge to Module 20)