A CONVERSATION WITH MENAKA GOPINATH ABOUT MOBILIZING A MOVEMENT OF MILLIONS

Image credit: Menaka Gopinath

Philipp: Good to see you again, Menaka! And thanks for taking time to reflect on the work we have done together to define PMI’s Purpose and bring it to life for everyone in the PMI ecosystem. Let’s start at the top. Please tell us what PMI’s Purpose is, and how we went about discovering and activating it?

Menaka: When I joined PMI in summer 2023, the organization was in the midst of rethinking its strategy. Our CEO, Pierre Le Manh, had been laying the groundwork, but when I arrived, I started with a simple question: Why do we exist? No one could give me a clear, unified answer. 

So, we dug into the origin story, why PMI was created in the first place. It started with project professionals seeking answers and finding each other. That spirit of community, of shared improvement and impact, became our guiding star. Eventually, we landed on a powerful Purpose:

We maximize project success to elevate our world.

Philipp: These alignment processes are never easy, tell us about your experience in bringing key stakeholders along. 

Menaka: Definitely not easy. There was a lot of debate, especially when we tried to pin down language. “Elevate,” for example, sparked all kinds of reactions. But the rigor of our process was important. Everyone—our board, leadership, cross-functional teams—had to go on the journey. That buy-in is what made the outcome so sticky and real.

Philipp: After there was alignment at the top, how did you bring it to life across the organization?

Menaka: We focused on storytelling, real stories from our community. Once we had the Purpose articulated, we realized we didn’t need to invent anything. Our members were already living it. The rollout wasn’t top-down; it was grounded in authentic narratives. And we built in mechanisms to connect the Purpose to every team. For example, our product teams now evaluate their roadmaps against the commitments tied to our Purpose. That’s real integration.

Philipp: Can you expand a bit on the “commitments” we developed together?

Menaka: Yes. Once we had our Purpose, we defined three core commitments that translated it into action. These became a bridge - something employees could orient themselves around. Without them, “maximize project success to elevate our world” might feel lofty. The commitments made it concrete.

They also revealed gaps. For instance, we realized we didn’t even have a solid definition of “project success.” That led to the biggest research study in PMI’s history. We reframed success to include stakeholder perception and long-term impact beyond just delivering the project on time, on budget, and in scope. That insight came directly from Purpose and it’s reshaping how we train, how we speak, and how we build our future.

Philipp: That’s such a rich example of Purpose driving innovation and strategic clarity.

Menaka: Absolutely. We’re not doing totally different things, but now we know why they matter—and just as importantly, what doesn’t. Purpose helped us focus. It helped us say no.

Philipp: Let’s talk about culture. Did you see a shift internally?

Menaka: 100%. I’ve had people across the organization reach out just to say thank you for the clarity. It gave them a sense of alignment. For my team, it’s become second nature: every campaign, every initiative ladders back to the Purpose. And it's not just aspirational. “Elevate our world” might mean helping someone earn more, build stability, or support their community. That’s powerful.

Philipp: PMI is a not-for-profit. How does Purpose intersect with growth?

Menaka: We have to grow. But for us, growth means relevance—of the brand, the profession, and the value we provide our community. We’re seeing rising awareness and improved perception in our tracking. But more than that, we’re seeing the profession itself be reframed. It’s no longer just about managing timelines, it’s about impact. That’s what Gen Z wants to hear, and it’s how CEOs are starting to understand us, too.

Philipp: So what would you say is the biggest value driver that Purpose unlocked for PMI?

Menaka: Growing the profession. At the end of the day, if the world doesn’t see project professionals as essential, we’re in trouble. Purpose is helping us make the case. Not just to others, but to ourselves. It’s reminding us why this work matters, and helping us build a future where more people want to do it, and more organizations see the value.

Philipp: If you could go back and tell your earlier self one thing about this journey, what would it be?

Menaka: Don’t rush it. I’m impatient by nature, but I learned that people need space to find their own way to belief. Also, don’t let it become a marketing thing. Purpose isn’t a slogan. It’s the foundation for why we exist. And it only works if everyone — marketing, HR, strategy, product — feels like they own it.

Philipp: These are powerful insights. Thank you for sharing all of this.

Menaka: Thanks for helping us get there. Reflecting on the journey, I realize how far we’ve come. And how much more we can still do.

If anything sparks your interest in this or the following articles, please do email philipp@purposefulgrowth.co