26th October 2020
Purpose-led strategy in action
Earlier this year we were invited, among other major brands in Europe, to participate in an initiative run by University of Oxford Said Business School (UK) and Berkeley (US) called ‘Enacting Purpose’. The output of this work was then published online in late August. This report defined Purpose as being the key driver for sustainable profitable growth for businesses. Like many organisations we’ve set mission statements – the What, values – How our organisation behaves, a vision – the Where we have impact; but we had not worked out our North Star (Purpose), the Why, which frames our actions and helps us head towards a more sustainable and profitable future.