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For corporate purpose to matter, you’ve got to measure it
There is correlation between purpose and long-term performance, only if a company’s purpose is deeply embedded and not superficial. This article poses questions around the effectiveness of organisations’ purpose: How well is it articulated? Does it inspire? How deeply is it integrated? How well is it recognised? Articulating a purpose is far simpler than embedding or integrating. Many organisations wonder why their beautifully sounding purpose statement doesn’t necessarily stick. It’s usually not relating to the statement itself, rather how effectively the company has embedded it into their everyday decision making and actions. BCG and BrightHouse have developed a methodology for measuring a company’s purpose and brought this to life using cross industry examples throughout.