Why do you need to define a specific purpose for your transformation initiative?

Any project/effort/initiative must have a clearly defined purpose with requirements and measurable success criteria defined. The most important part of any initiative is being able to define purpose and then be able to follow that up with "proof" (measurements) that the initiative has been successful.

Ask a child "what do you want to be when you grow up?" The answer they give is their version of projecting their future.

When a recruiter asks where do you see yourself in five years your answer projects your vision for your professional future state.

In transformation initiatives defining the purpose is where the organization sees itself in two years. That vision then informs the new future state business model operating plans, strategy...and decomposes into outcomes to be achieved that are enabled by emerging technology.

As any initiative, you need to clearly define the objective, and follow it with a detailed plan to provide a path to success.  

A transformation initiative without a clear purpose will inevitably fail. You need to define why you are undergoing such a change. Organizations that do not have a clear sense of direction face constant pressure to be relevant in the ever-changing, dynamic market. Without a clear reason why this change is being implemented, leaders struggle to inspire and rally people, which is critical for a successful transformation. It is imperative that leaders broadly share the vision, mission and purpose of their transformation strategy throughout the organization. The purpose will then resonate among the workforce, thereby increasing support and excitement for the enterprise transformation.