“Purpose is what brings the idea of sustainability and sustainable business together. These are not two separate functions. They are one and the same.”
Setting a purpose is an easy exercise to pursue when no discomfort or change is involved. The purpose of purpose is to change the current reality, not to justify it.
Our research leveraging natural language processing shows that firms pursuing a purpose have been rewarded by faster growth, higher employee engagement, and, paradoxically, superior financial performance.
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