ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book deals with a simple observation: companies are questioning whether the priorities that enabled them to compete and prosper in decades past will continue to serve them in decades to come. It discusses how orbiting around the north star of purpose can drive bottom-line positive growth. The book demonstrates why purpose is imperative for modern brand-building given the changing contract between consumers and companies. It describes how values can serve as a useful guide for activating purpose, both inside and outside organization. The book explores how organizations can deliver on purpose through the living brand and product experiences they create for consumers. It also deals with a powerful note penned by leading young voices to those at the helm of business. The book provides to raise the bar for how companies link their own prosperity to that of the world around them.
