Purpose is a little elusive – there are so many definitions of it, so what is the purpose of ‘purpose’? How do you create and live your purpose, and what does ‘good’ (and not so good) look like? How does it fit with all of the other ‘responsible business’ things you might need to develop? Does it replace or connect with the old mission, vision and values formula? What does it really mean to Gen Z and what bar do you have to reach for other audiences besides? In short, what is purpose, do you really need one and if so, how do you get it right? There is seemingly no end to the questions to consider, but we’ll make a start at answering them.
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