CHAPTER 2
First, Find Your Purpose
THE FIRST STEP THAT EVERY LEADER, ORGANIZATION, AND COMPANY must take to thrive in the age of social good is to clearly find and name your purpose. Once you have named it, your job is to move it to center stage. By that we mean you must live the purpose you profess: having a purpose is not enough if it is not what truly drives your business. If companies want to close the purpose gap, their leaders can’t be afraid to be open and honest about their approach to purpose. They should feel free to claim a moral mandate—a justification for and pride in the purpose-oriented actions that not only positively influence company performance but also have a meaningful impact on the world.
We need to get over whatever fear ...
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