How did you feel the last time someone at work told you to "just hit your targets"?

Motivated? Inspired? Probably not. More likely, you sighed internally, nodded politely, and then opened LinkedIn to see what Steven Bartlett was up to.

Because whether you're a fan or not, Bartlett’s message is cutting through the noise: Performance without purpose is hollow. And it’s changing the way businesses think about culture, leadership, and learning and development.

So what does a purpose-driven performance culture actually look like. And how can L&D teams lead the charge?

Who is Steven Bartlett, and Why Should L&D Care?

Steven Bartlett is the entrepreneur, podcaster, investor, and youngest-ever Dragon on Dragons’ Den. His podcast, The Diary of a CEO, regularly tops charts and features guests from everyone from Mo Gawdat to Wim Hof. But it’s not just star power—it’s substance.

Bartlett’s core belief? That purpose and performance aren't opposites—they're partners. As he puts it:

“When people believe in what they’re doing, they don’t burn out. They burn bright.”— Steven Bartlett, The Diary of a CEO

For L&D leaders, this is gold dust. Because creating a culture where people perform because they want to, not just because they have to, is where real transformation happens.

What Is a Purpose-Driven Performance Culture?

It’s not about ping-pong tables or “inspirational” posters.

A purpose-driven performance culture is where organisational goals are directly connected to individual meaning. Where people know why their work matters—and how it contributes to something bigger than a quarterly target.

It’s about creating the conditions for:

• Autonomy over micromanagement

• Mastery over metrics

• Belonging over burnout

  
  

And guess what? It works. A global survey by Deloitte found that 73% of employees who say they work for a “purpose-driven” company are engaged, compared to just 23% of those who don’t.

So, How Can L&D Lead the Way?

Here’s where Learning and Development becomes not just a department—but a driver of culture.

1. Reframe Learning Around Purpose

Don’t just offer “skills training”. Show how each module supports the mission. In our custom eLearning content, Popcorn always starts with the “why”.  Whether it’s through storytelling, real-world challenges, or interactive branching, we connect the dots from learner to legacy.

2. Build with Belief

Use your Learning Needs Analysis to find out what people believe about their work—not just what they know. What are their motivations? Their blockers? Designing digital learning solutions without this insight is like baking without checking the oven’s on.

3. Develop Human-Centric Leaders

Leaders set the tone. Our leadership development programs focus on empathy, listening, coaching, and leading with meaning. Because no one gets inspired by KPIs alone.

4. Make Purpose Practical

Bartlett talks often about bridging the gap between “vision” and “execution”. That’s exactly what good L&D does. From microlearning to blended learning, make it easy for people to act on what matters most.

The ROI of Purpose

This isn’t fluff. Purpose-driven companies outperform the market by 5–7% per year, according to Harvard Business Review. Purpose improves retention, boosts productivity, and, crucially, makes people feel proud to work where they do.

At Popcorn, we believe that learning is the heartbeat of culture. And if you want a performance culture that lasts, it has to beat with purpose.

Final Thought

Steven Bartlett didn’t invent purpose, but he’s made it popular. He’s shown CEOs and HR leaders alike that people don’t just want a job. They want a reason.

So the question for your organisation isn’t “Are we hitting our targets?”It’s: “Do our people believe in why we’re hitting them?”

If the answer isn’t clear, it’s time for learning to lead the way.