The Circus Double Double^©

When we at Circus talk Purpose, we use the construct as a driver for the whole business. We mean Purpose as Proposition, as proof. Our objective – sustainable profit and growth, together with mutuality for people and planet. Not either/or, but both.

We know that this is easy to say, and hard to deliver. The strategy might sound motivational, but not provide sufficient direction on operations; or it might be too grounded in remedy, with insufficient future view to inspire colleagues and customers alike.

This is why we created the Circus Double Double^©: four interdependent principles that test whether Purpose is more than fancy words.

Ideology. Inspiration. Sacrifice. Discipline.
All essential to ensure that Purpose acts as a business driver – providing both instruction and inspiration.

Ideology is key

To succeed long-term, brands need a clear Purpose just as much as sound finance. Ideology is the fixed point from which that Purpose flows. Not a slogan, not a campaign, not a corporate mood – but the deeper operating code of a business: the belief system that defines what matters, and what never will.

Truly great organisations carefully weigh their role in the world. They have nothing to hide. Their integrity flows from openness and clarity. They are transparent by default. This is the foundation of trust – not just with customers, but with colleagues, investors, and partners too.

We treat Ideology as foundational. It informs every trade-off, every act of leadership, every operational choice. Without it, Purpose becomes posture: high on promise, low on proof. It may feel good to say, but it’s not strong enough to steer.

In a distracted world, Ideology is a compass for direction and a filter for noise. It doesn’t change with trend cycles – it defines who you are, what you stand for, and the lines you’ll never cross.

Ideology acts as anchor and beacon: today and tomorrow.

Inspiration matters

Great brands are like great people. They inspire us with how they see the world, and we want to be in their company. They don’t just sell to us – they engage us, energise us, and make us feel part of something bigger.

Inspiration isn’t a nice-to-have. It’s not aesthetic or garnish. It’s a commercial driver – one of the strongest signals of brand value. The extent to which a business inspires its stakeholders is a proxy for the health of its Purpose. It’s the emotion that turns belief into action.

The most magnetic brands perform jazz. They know their stuff and can riff. They’re culturally fluent, emotionally intelligent, and strategically creative. They make us want to follow – and follow through.

We see Purpose not as a constraint, but as a liberator of Inspiration. Inspiration provides shape and direction, but never boxes us in. It gives teams confidence to act boldly, creatively and in alignment.

Inspiration lives in the doing. In the small acts, brave gestures and daily tone that brings Purpose to life. When Purpose is inspired and inspiring, it doesn’t just generate compliance.

Inspiration creates momentum, belief and charisma.

Sacrifice is necessary

For Purpose to act as a business driver, it must be instructive, as well as inspirational. We each have a line we will not cross; and business is the same. Purpose should clarify where the line is and why. If there is a dissonance between the expressed Purpose and day-to-day practice, either change the Purpose or change the practice. Purpose is not just for sunny days, it should provide guidance for knotty business choices.

For Circus and our clients, Sacrifice is a key principle in the Circus Double Double^©. To ensure the Purpose is robust, we select real business choices, and test the ambition. What would we do? Does the Purpose help or hinder? Is it tough enough? Is it workable?

Interrogation removes unintended hyperbole, and can convert the sceptics in the room to the power of Purpose as a business driver. Purposeful businesses are prepared to sacrifice opportunities and revenue streams that are not aligned with their ideology and principles. They are prepared to walk away from money and from inappropriate partners. They like debate and they use more than one measure to navigate their commercial futures. They think long term as a matter of habit. They use Purpose to inform the Proposition for colleague and customer. This is hard stuff.

Sacrifice is the proof of Purpose.

Discipline is underestimated

Once a strategy has been brought to life, it takes real dedication and stamina to keep it on track, relevant and vibrant. It’s easy to be distracted – by a new shiny thing, a new leadership opinion, a new market twitch. But Discipline is what makes Purpose durable.

In our world, we talk often about innovation and creativity. Less so about the role of Discipline: about the systems, standards, and rituals that enable consistency and depth. Without it, Purpose becomes flimflam – flimsy, frothy, and soon forgotten.

Great brands understand the value of sticking with it. They build systematic approaches that create alignment and enable efficiency. They pursue mastery. In sport, in theatre, in craft — nothing excellent happens by accident. It takes repetition, coaching, and focus.

At Circus, we believe Discipline turns charisma into choreography. Purpose needs practice: shared behaviours, embedded tools, working KPIs. That’s how culture is built — not through one-off inspiration, but through repeatable intent.

Discipline isn’t dull. It’s dynamic.

From principle to practice

We use it to pressure-test Purpose: to see if it can endure complexity, inspire action, and lead with clarity. When all four principles show up, Purpose doesn’t sit on the sidelines – it gets to work.

The result? Sharper decisions. Bolder behaviour. And a brand people can actually believe in.