Why 6 out of 10 purpose statements fail ... and what you can do about it.

These days it’s fashionable for every company to have a ‘higher purpose’. 

It feels good to do the ‘right thing’. It also makes business sense.
Companies with a clear, higher purpose have better financial performance. Employees in purpose-led organisations are more eager to get out of bed and work more. Shareholders and customers vote with their wallets for companies that aim for prosperity instead of profit.

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