Why Every Company Needs A Purpose

An increasing number of commentators and researchers think there might be a link between purpose and growth. So what does a purpose look like, and how can you define yours?

You might think that Nike makes running shoes, Google runs a search engine and Patagonia produces outdoor clothing. To an extent, they do. But take one look at each firm's brand promise and you'll notice something else.

'To bring inspiration and innovation to every athlete* in the world... *If you have a body, you are an athlete.' 'To organise the world's information and make it universally accessible and useful.' 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.'