Business must embrace a purpose beyond shareholder value. In practice, five essential qualities will help every company do good things for the people it touches.
The world’s expectations of business are changing. To thrive, companies need better, up-to-date answers to the fundamental questions of why they exist, and for whom.
Get everyone on track to a single destination – and life at work becomes easier, customers get a better deal and shareholders enjoy higher returns. Management exists to agree, set out and champion business purpose.
Your organisation’s ambition to change the world can inspire great accomplishments – but only if people see how their own role fits into the wider purpose. Are your people mopping floors or, as NASA’s janitor believed, sending a man to the moon?
Well understood business purpose has the power to break down all-too-familiar organisational silos, uniting colleagues across departments and teams. Clear statements of purpose lead to a more effective organisation.