The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy

I

The Purpose

Put Humanity Back in Business

Focus on the next quarter century and the next quarter will be just fine.

—Joey Reiman, on his economic outlook

Aristotle called it the whatness. Nietzsche called it the why. Disney called it magic. Kennedy called it the moon. Since the dawn of human thought, purpose has guided us, inspired us, and given us reason to believe in something greater.

Until now, purpose was associated with religious belief, membership in groups, dedication to a cause, and life values. But if we accept the fact that purpose is a universal force, then we must acknowledge its positive presence everywhere. Purpose is no longer confined to private reflection; it’s what liberates public life.

Part I of The Story of Purpose sets the scene for a new transformation of business. It’s an adventure story where purpose is the hero, society is at stake, and business saves the world. Purpose is the force that has the ability to tip the scales and shift from a business model that is self-serving to one that serves others.

We will witness how companies, brands, and leaders who wield purpose win on Main Street, Wall Street, and their own street, garnering the devotion of their associates.

Commerce will move from transactions to transformations, from competing to cooperating, from holding its hand out to becoming a helping hand. In this way, the twenty-first-century organization will put humanity back in business.