In this episode of The Purposeful Strategist, Paulo Lanzarotti, CEO of beer-maker Asahi Europe & International, discusses the importance of balancing purpose and pragmatism in organisations. He shares insights from the five-year journey that uncovered the company’s purpose of “creating meaningful connections”. The conversation explores how purpose can influence business decisions, engage employees, shape sustainable practices and drive product development, ultimately linking purpose to overall business strategy. Paolo also offers advice for CEOs embarking on their own purpose-driven journeys.