Become a member to access this content or log in now. The brain organizes around a conscious or unconscious purpose every waking moment. Can the same be said for organizations? Explore the deeper science of how activating “purpose” changes the brain, and how organizations have been underutilizing one of the most powerful human motivators. Through the neuroscience of language, thinking, and performance, this session transforms purpose from an abstract idea to a concrete tool, and shares what organizations can do differently to tap into “why” when it’s needed most.