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There’s no shortage of ‘nice’ corporate stories about giving, volunteering, fundraising and responsible practices, however they’re not the most powerful purpose stories to be told. Their surface level appeal may not count for as much when serious choices have to be made.

Many companies have untold purpose stories that are far more powerful than the ones they’re currently telling, and they’re missing out on the positive and powerful ripples they can create.

Let me explain.

Maximising Your Impact

I left my corporate career in 2007 because the whole making-a-difference thing felt hollow. Companies were mainly interested in showing glossy photos of their people…

Photo of a woman looking out to the sea and horizon
Photo of a woman looking out to the sea and horizon
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If you want to make a difference but feel like you’re falling short of the mark, how do you go about increasing your sense of purpose? We’ll look at the dimensions of purpose, trade-offs to be considered and 19 motivating factors that will help you plot your path.

Personal vs Business Purpose?

Personal purpose and business purpose are two different things. The former is about your own journey and the way in which you personally want to benefit society — it need not be small or lacking in ambition, but it is centred on you. Whereas purpose for a business or organisation describes the…

The coronavirus pandemic is a sharp reminder that healthy company profits are a byproduct of a healthy society, and vice versa, highlighting that corporations must have a clear and meaningful purpose if they are to survive and thrive.

Not so long ago, providing logistics and aid in responding to Hurricane Katrina was the catalyst for Walmart CEO, Lee Scott, to start transforming the way the company helps workers, engages with suppliers and sources its energy. A profit-only approach leads to a dead end - purpose helps in achieving sustained profits.

Given the current global situation, now is the perfect time…

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If the level of engagement between your people and work teams is low, it leads to frustrations and, ultimately, resignations. This article draws on a real situation and recounts the five steps taken to design a solution.


Not so long ago I fielded a call from a contact whose role has moved into a newly created innovation unit. It supports all the other major business units within her organisation and she sees it as an exciting development. However she’s ringing me because the heads of the business units they deal with have unrealistic expectations of them.

High growth targets have…

Phil Preston - Purpose Strategist

CEO, The Business Purpose Project | Making a Difference in Business & Life | Speaker, Facilitator & Author

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