
The Missing Link Between
Purpose and Performance
Team leaders hold the key to translating corporate purpose into employee
commitment through regular dialogue, balanced relationships, and worker
autonomy.
By Rodolphe Durand, Pauline Asmar, and Jean-Marc Laouchez
BUSINESS LEADERS USE CORPORATE PURPOSE
to dene the strategic direction of a company and imbue
the collective eorts of its employees with a meaning
beyond simply increasing shareholder value. For exam-
ple, Veolia, a large global service provider in energy,
waste, and water management, pledges “ecological
transformation, that is our purpose,” while ...