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Commonplace values such as integrity, service and innovation show mediocre ambitions. Aspire to a grand purpose? Champion values that are colourful, bold and unique.

People often feel, even when they work hard, that their efforts have little impact. Poor ‘strategic alignment’ – when day-to-day practice falls out of step with what the business needs – makes work an uphill struggle.

Our preoccupation with leadership harms employee engagement and business outcomes. Recognise leadership for its capacity to steer, but not drive, the organisation.

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?

Cooperation, the first problem for every CEO. Where the red tape of bureaucracy fails, culture is a powerful way to engage people and align work with your business purpose.

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.

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.

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.