In Purpose: The Starting Point of Great Companies, author Nikos Mourkogiannis writes, “Purpose is your moral DNA. It’s what you believe without having to think.” There are three reasons purpose is crucial to a firm’s success:
Purpose is the primary source of achievement.
Purpose reveals the underlying dynamics of any human activity.
Purpose is all that successful leaders want to talk about.
Here are some key ideas from the book:
Moral ideas determine the effectiveness of people and of intangible assets.
Political winners tend to be those groups who can evoke a clear, consistent purpose ...