“What is the purpose of your business?” When asked that question, many leaders default to answers like “To maximize profits,” or “Generate a return for investors.” But the irony is, if your purpose stops here, you’ll have less of a chance of achieving that result.
The past 18 months I’ve had an opportunity to test the BrandFoundations as never before: to integrate the cultures of multiple companies during a pandemic. The results have been magnificent. This is the story of that journey.
Brand, Purpose
It seemed – at least at first blush – that air carrier Delta was taking a purpose-based stand, and that its purpose (or North Star) dictated that the company come down firmly on the opposite side of the NRA on this particular issue.
Cue the applause track for a corporation brave enough to stand on its morals, knowing full well that it’s going to take some incoming flack for doing so.
But don’t hit “play” quite yet.
