How to find your corporate purpose

Management Today's panel of c-suite leaders on finding your why?

by Orianna Rosa Royle & Adam Gale

Every business has a purpose, whether it's articulated or not. It could be around meeting a specific customer need or around the way you meet that need, or it could just be to make as big a return as possible for shareholders by whatever means necessary, but you are in business for a reason.

Finding your purpose becomes problematic is when it becomes an exercise in publicity and employee branding, or - just as bad - when it never extends beyond navel-gazing in the C-suite. 

Vague and grandiose statements ("We exist to make the world better for everyone") are only likely to be met by cynicism or plain bafflement from employees and investors alike.

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