The third and last step involves the WHAT.
It is about our everyday behaviour, attitude, actions, etc. What we do to make our purpose a unique and authentic experience for our customers.
This step requires a management environment that allows for error, albeit with a focus on learning and improving.
Set Up: custom made coaching and training for everybody involved in customer facing roles.
After going through these three steps, your company has become (but still needs to maintain!) a purposeful company.