Organisational purpose is an important topic. It comes up regularly in leadership and management conversations. We pay attention to a tendency to consider purpose as something static, abstract and reified. Despite a natural desire to simplify, and referencing Peirce, Stacey and others, we show the complex shifting of meaning. It is relational, emerging within, and between, people. Context, the passing of time and local interpretations are important themes in considering the utility of what we might call purpose. Here we use a reflective autoethnographic approach to illustrate our ideas, arguing against the separation of subjectivity and objectivity, and for a process-oriented way of thinking of purpose in leadership and management