CHAPTER 13Purpose Is Everything
We are standing at one of those pivotal moments in time. A sea change is happening all around us that I believe will define not only how businesses operate moving forward, but more importantly, how we value them. Since I started writing this book, purpose has quickly evolved from a topic that was just emerging on the business world’s radar to becoming the new mandate that is being embraced across industries and geographies.
Some companies like Patagonia, TOMS, Deloitte, Salesforce, and others mentioned in this book are way ahead of the curve. However, for many others, doing good remains a siloed, CSR initiative—a dated approach ready for this disruption. By embracing this transformational change, companies can unlock the power of purpose, find their humanity, and make this force of good a driver in their daily operations.
As described in Chapter 3, with the new strategy model of uniting business, engagement, and technology strategies around a powerful purpose, companies can deliver an entirely new level of value that will appeal to every audience, from employees to stakeholders.
Although discovering your company’s soul is a journey, it is certainly a trip worth taking. As purpose takes root in our society, evidence continues to surface proving that companies are doing well by doing good. Study after study shows that purpose attracts and retains talent by giving meaning to work. This is the answer to millennials’ “ask” and, as the largest generation ...
Get Authentic Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
