The Journey Towards Purpose-Led Growth
Purpose is one of the most misunderstood and misused business buzzwords today.
Purpose-led companies can make a tremendous difference in the world. Businesses have the size, reach and trust it takes, and people expect companies to use this power for a good purpose. Purpose can drive growth, yet all too often this doesn’t happen.
Purpose 2020 outlines the multi-step journey it takes for a company to become truly purpose led—a proven framework to unlock the potential of purpose to generate growth and improve society.
The Steps to Becoming Purpose-Led
Purpose moves from a starting point to “matter more” to an end-point to “impact more.” That is to say that purpose begins as an isolated tactic that, properly shepherded, grows into a promise, then a strategy, and only then becomes a business-led movement.
ARTICULATION carries a brand from tactics to promise.
INFUSION then moves a brand from promise to strategy.
AMPLIFICATION gets a brand from strategy to movement.
To find out where you are on the journey to purpose-led growth get in touch.