Consulting

Even when not formalized, an organization’s purpose is revealed when its reason for being becomes the driving force behind value creation. But to fully unlock its strategic and transformative potential, it must be clearly defined and activated across all dimensions.

To do this, I recover the organization’s founding history and values, identify the reasons for its existence, what makes it unique, and explore pathways to ensure its longevity. Based on this diagnosis, I develop strategic purpose scenarios, refined with leadership in collaborative workshops until reaching a final formulation. I then unfold it into guidelines for application across culture, strategy, and the organization’s business model.

Purpose is a powerful asset. When revealed in depth and activated with strength and breadth, it guides decisions, inspires people, and gives meaning to the organization.

Purpose defines why an organization exists and is the central element of positioning, anchoring its fundamental dimensions: what it is, what it does, how it does it, and for whom it creates value.

To build this, I broaden the scope of analysis: I interview and assess stakeholder perceptions, evaluate competitors, sector benchmarks, and differentiation opportunities. Based on this, I structure the positioning pillars into a framework to be applied in governance, management, operations, innovation, institutional and marketing communication, and relationships with each key audience.

A strategic positioning differentiates, orients, and connects. It defines the space the organization should occupy in people’s minds, consolidates its identity in the ecosystem in which it operates, and shapes its value creation.

Narrative translates purpose and positioning into a language relevant to key audiences, with the aim of earning recognition, trust, and engagement.

I analyze the organization’s discourse, its presence across different channels, and how it is perceived by diverse stakeholders. From there, I build or adjust the verbal identity to ensure it is clear, authentic, and aligned with strategic foundations. I deliver practical guidance to foster coherence and consistency across all touchpoints — and, when necessary, support the application in critical materials.

A good narrative doesn’t invent a story — it reveals, organizes, and gives meaning to what the organization truly is. It turns strategy into language that connects people in an authentic, effective, and inspiring way.