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Culture Shock: A Handbook For 21st Century Business by Will McInnes

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How Can You Locate a Purpose of Significance?

Let’s get practical. Put simply, there are three steps in the journey towards uniting a group of people in an organization behind a shared purpose:

1 Finding it
2 Framing it
3 Living it.

Finding It

Clearly the first step is to find and agree on a purpose that makes sense to the organization and its competencies and can excite and inspire its people. There are two obvious routes to locating a Purpose of Significance:

  • from the individual – commonly a leader’s personal passion or perspective, and
  • from the group – through a collective effort.

In the individual mode, inspiring characters like Muhammad Yunus of Grameen or Yvon Chouinard of Patagonia stumble upon, or are already driven by, a cause ...

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