With all due respect to Milton Friedman, purpose doesn’t happen at the expense of profits; it happens in support of profits. To be a strategic value driver that enables a company to achieve the greatest returns from its investments, purpose must be baked into the DNA of the company.
A brand purpose should be the reason for your operations and an essential component of your organization’s DNA. If your brand statement feels a little stale, it might be time to take it back to the drawing board.
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
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