Start With 'Why'
Purpose can be difficult to define. At the very least, it should be powerful enough to inspire people, simple enough to be readily understood, and make business sense. And purpose matters: companies with a clear social purpose have significantly outperformed the S&P 500 over the past 20 years.
The best CEOs ask themselves why their company exists, and then make purpose an intrinsic part of the business model, knowing that testing strategy against purpose can open up new areas of growth. Leading with purpose can also enhance employee well-being and build loyalty.
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What do CEOs do? Why do they do it that way? And what matters most?
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Purpose vs Mission vs Vision
You begin with a purpose. A purpose is the reason why your organization has begun a journey, guided by the deeply-held values and beliefs that inspire it to make a difference.
Your mission follows the path your organization sets to arrive at its destination: When someone asks you where you ...
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