While many leaders strive to energize and motivate their teams to do work that matters, the unfortunate reality is that employees often feel disconnected to their company’s core purpose. Purpose statements, if they exist at all, tend to be too vague or too lofty, or both. To use purpose to drive business, leaders need to balance idealism and pragmatism. This article discusses how to develop and implement a purpose for your business that is both clear and demanding, and that stretches between current strategy and long-term plans.