Purpose Makes The Whole Organization Alive

Purpose makes the whole organization alive. It is not a mere tagline or marketing campaign.

The organization’s fundamental reason to exist inspires and guides its people to create everyday value for the stakeholders.

Purpose is not a marketing activity or something explicitly for marketing, but marketing has a significant role in leveraging the power of purpose.

Leaders today are used to navigating a rapidly growing number of ideas at the intersection between business and doing good for society.

They inevitably got confused by too many new ideas such as corporate social responsibility (CSR), sustainable development goals (SDGs), environmental, social, and corporate governance (ESG), business ethics, green sustainability, stakeholder capitalism, net zero, and so many others.

These emerging ideas frame how business's “grand challenges” transcend the classic hurdles of pursuing sustainable competitive advantage or developing a strong brand.

Purpose is the overarching concept that includes them all. All those ideas are simply the purpose implementation tools.

There can't be a successful CSR or ESG implementation strategy without a clear purpose and more importantly without leveraging a purpose-driven culture.