It is a changing world. Any organisation that hopes to remain in operation must rise to this challenge. The broad spectrum of players  in an organisation’s ecosystem:  customers, employees, investors, suppliers, and communities have expectations that cannot be ignored.

These expectations are very dynamic and keeping track of them is a herculean task. Businesses thus have no choice but change how they operate and what they stand for to have an authentic — and impactful — role in society.

Purpose is more than just a mission statement or a commitment of values. It defines an  organisation’s value in society, which allows it to simultaneously grow its business and positively impact the world.

Purpose must be deeply embedded within the organisation, the brand and the experience that is delivered. That way, it  does better as a business and for the world that we live in.