Unleashing Purposeful Project Management at PMI
Rediscovering purpose to reshape the future of project management.
Project Management Institute (PMI)
Purpose strategy & leadership alignment
Brand storytelling & transformation
When CMO Menaka Gopinath joined PMI in 2023, the organization was rethinking its strategy. Beneath that shift was a deeper question: Why do we exist?
PMI had scale and influence, yet lacked a unifying purpose to align its people and reposition the profession for a world shaped by climate, AI, and rapid transformation. Together, we went on a journey to rediscover PMI’s core and elevate the profession in the world.
We turned purpose into a catalyst for change.
With a clear and unifying purpose, PMI could reframe project management as essential to impact — unlocking relevance, attracting the next generation, and driving sustainable growth for the profession.
Purpose becomes a story the world can see.
That purpose didn't stay on a slide. It became the engine behind The Solutionaries, an original docuseries co-produced by Good Is the New Cool, Conspiracy of Love's sister creative studio, and TIME Studios, with PMI as sponsor. The series turned a statement of belief into a story the world could watch.
“The Conspiracy of Love team were the perfect sherpas as we embarked on a journey to come back to the origin story of our brand, and use that to reshape our purpose as we looked to the future. Their guidance, frameworks and partnership pushed us down a path that helped us define a clear and unifying purpose, including how we measure movement towards delivering on that purpose, that has inspired our internal teams, and our broader community.”
— Menaka Gopinath, CMO, The Project Management Institute