Strana 5
3
WHAT IS
CORPORATE
PURPOSE?
64 % of respondents prefer buying from
a company that has a reputation for
both purpose and profit; they believe
the company’s purpose should be the
cornerstone of its strategy.
First of all, one thing must
be stated. Being purpose-
driven will separate leaders
from the rest. Defining and
communicating the mission
is not considered necessary
by many leaders. There are
certainly many successful
companies with happy
employees and satisfactory
sales, and yet these companies
do not have a publicly defined
purpose. On the other hand,
there are also plenty of
organizations that have their
purpose carved deeply into
their foundation (as well as their
values, goals, and business
plan) and whose owners have
been astute, enlightened, or
passionate enough about the
cause to reflect that purpose
in all aspects of the company
from the very beginning.
Either way – proclaimed or
not – organization’s purpose
is the reason why it exists.
It is an expression of the
value it expects to deliver
to all its stakeholders. This
could be making as much
money for shareholders as
64 %