Chapter 4
Make it real
Introduction
We have seen that the purpose of a great company is its reason for being. It ensures a clear definition of the reason for its existence and how it contributes positively to the world. Purpose determines what goals a company will set and its approach and strategy for achieving them. It will determine its leadership approach and the values and beliefs that are its foundation. Such purpose is as fundamental to the success of a company as our values and beliefs are to us as individuals.
Regardless of an acceptance of this awareness, we find many people experience great difficulty in finding the means through ...
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