ABSTRACT
The author sees the transformative promise as a much needed evolution of corporate purpose towards truly serving and enabling people. The transformative promise is motivating people to change; the end result is a fulfilled individual. The transformative promise is an organisation’s pledge to help people overcome personal battles and move from intent to action. When people succeed thanks to the organisation’s offerings, inevitably the organisation is rewarded at the cash register, and purpose and profit become aligned. The transformative promise is goal oriented. The transformative promise becomes a competition among organisations to deliver transformation. The transformative promise doesn’t ignore the wider social or environmental impacts but puts them into perspective by viewing them through customers’ lens. It’s a hygiene factor to be a responsible organisation. The transformative promise works as a guiding principle to focus the company’s overall commercial and sustainable efforts where those add (or erode) value to people’s lives.
