In this conversation, Ken Leatherman, Larry Briggs, and Dan Terry discuss the critical role of purpose in leadership, especially during tough times. They explore how purpose can enhance resilience and performance, using Toyota’s recent crisis as a case study to illustrate the consequences of straying from core values. The discussion emphasizes the importance of embedding purpose into organizational culture, ensuring quality control, and aligning business operations with a clear mission. Real-world examples, including Adidas’ decisions during the COVID-19 pandemic, highlight the impact of purpose-driven leadership on both employees and stakeholders. In this conversation, the speakers delve into the critical role of purpose in organizational decision-making, especially during crises. They discuss real-life examples of companies facing backlash due to misalignment between their stated values and actions. The importance of empathy in business, particularly in how companies treat their employees and customers, is emphasized. The discussion also touches on the legacy that purpose-driven organizations can create and the challenges of maintaining integrity in tough times.