Business Recoded

SHIFT 1AURORA: Recode your future

HOW WILL YOU REINVENT YOUR BUSINESS FOR A BETTER FUTURE?

From profit machine to enlightened progress.

Aurora is the Latin word for dawn, originating from the ancient Roman goddess of the dawn. In meteorology it describes the luminous bands that occasionally form in the upper atmosphere when charged solar particles align with the Earth's magnetic field.

Consider the stretching aspirations of these companies:

• Adidas, the global sports brand, believes that “through sport we have the power to change lives”.
• Bulletproof, which creates innovative foods, including great coffee, exists “to help people perform better, think faster, and live better”.
• Google seeks “to organize the world's information and make it universally accessible and useful”.
• IKEA rises above its flat-packed creations to say it is here “to create a better everyday life for the many people”.
• Nike wants “to bring inspiration and innovation to every athlete in the world” and notes that “if you have a body, you are an athlete”.
• Shopify seeks to “make commerce better for everyone, so businesses can focus on what they do best: building and selling their products”.
• Tesla, for all its focus on fast and stylish cars, has a more worthy aim, “to accelerate the world's transition to sustainable energy”.
• Whole Foods wants “to co-create a world where each of us, our communities and our planet can flourish,” adding “with great courage, integrity and love”.

What is the purpose of your business? ...