Conceptual modelling aims to capture the relevant aspects of the world on which it is necessary to provide information. Whereas conceptual models succeeded in telling us how to represent some excerpt of the world in informational terms, they failed to guide system analysts in conceptualising purposeful systems, i.e. systems that meet the expectations of their users. This chapter aims to investigate the issue of conceptualising purposeful systems and to discuss the role that goal driven approaches can play to resolve it. It considers the challenge of new systems having a multifaceted purpose and shows how intention/strategy maps help facing this challenge.