Five Questions To Ask Of Your Purpose

Corporate purpose needs asserting and defending as never before. In a world of scepticism, clarity of purpose and consistency in living that purpose

will powerfully differentiate a company from its competitors – in the market for customers and talent. More fundamentally, as organizations face stronger cross winds, with high levels of volatility in every area of corporate activity, the what and how will need to change frequently. This leaves purpose – the answer to the question why – as the primary compass for navigating key decisions.

Companies need to constantly ask themelves five key questions:

 
1: Is your purpose worth defending?
Not . . .

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