What is a company's purpose? How is purpose different from mission or vision? Ashley M. Grice, CEO of BCG Brighthouse, explores how the power of purpose pushes boundaries of innovation and brings clarity to every aspect of an organization.
BCG's Rich Lesser describes the critical role that purpose plays in his conversations with business leaders today. Though barely discussed five to ten years ago, purpose is now a key imperative for companies--and it must extend beyond delivering value to shareholders.
Advertising campaigns touting commitments to the greater good can damage brands if they ring hollow. To create value, they must be based on an authentic and deeply embedded purpose.
