From the article on Medium:

Early agile processes, invented in the 20th Century, punted on the question of “why are we building what we’re building?” They said “the business” tells us what to do and then we deliver in an agile way. The closest we ever came to purpose was to “satisfy the customer” through the early delivery of software.

That’s not a very inspiring purpose. Furthermore, teams need to be inspired about their purpose, not simply “handed a backlog by the business.”