A CONVERSATION WITH MENAKA GOPINATH ABOUT MOBILIZING A MOVEMENT OF MILLIONS

Image credit: Menaka Gopinath

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

This was indicative of a broader challenge. Project professionals enable some of the most important transformations in the world, yet the profession itself often remains invisible. Essential work was happening everywhere, but the people behind it were rarely recognized.

So, we dug into the origin story and explored 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 be aligned. 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, so the rollout was grounded in authentic narratives. And we built in mechanisms to connect the Purpose to every team. For example, teams across the organization began evaluating their work through the lens of project success and the impact it creates. That shift helped translate the Purpose into everyday decisions, from product roadmaps to how we support chapters, members and volunteers. That’s real integration.

Philipp: In our PMI case study we talk a lot about culture becoming the mechanism that turns Purpose into momentum across such a large global community. How did you approach that?

Menaka: Culture was critical. PMI is not a traditional organization with a clearly defined boundary between the teams inside PMI and the global community it serves. It’s an ecosystem of leaders, employees, chapters, volunteers and members around the world. So the question became: how do you create alignment and energy across something that large and diverse?

We started by changing the narrative around the profession itself. Purpose helped us shift the story toward impact: project professionals as the people who turn ambition into real outcomes in organizations and communities.

To bring the story to live for everyone across the ecosystem, we then focused on experiences that bring the community together. Our global and regional summits, our chapter network, and our digital platforms became places where people could connect around that shared ambition of maximizing project success. When people see their own work reflected in those stories, it creates pride and belonging.

And finally, culture became real through behavior. Our cultural values reinforce ownership, curiosity, collaboration and impact across the ecosystem. Those behaviors help translate Purpose from an idea into something people live every day, whether they’re a PMI employee, a volunteer leading a chapter, or a project professional applying these ideas inside their organization.

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

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. 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 increasing the relevance of the profession and the value we provide our community. As more people recognize that value, more people join the profession and the global community behind it. And it's working: We’re seeing rising awareness and improved perception in our brand 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: 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