When pursuing deep purpose, leaders orient their organizations existentially around the ‘North Star’ of purpose, articulating a conscious intent to conduct their business in a more elevated way.
Purpose in their minds is a unifying statement of the commercial and social problems a business intends to profitably solve for its stakeholders.
At such organizations, purpose is not just a tool but is the underlying logic used for decision making at all levels, creating “moral communities” of workers and partners drawn to and motivated by it.
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Deep Purpose offers a compelling structure for thinking about how to pursue business performance and societal good.
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