The term “purpose” has been deployed superficially by companies to appear virtuous without the benefit of using it as a core operational principle. Companies that treat purpose as an existential intention that informs every decision, practice, and process are thriving in today’s times where business is expected to be a force for good in the world. This new breed of stakeholder capitalism adopts purpose as their operating system, perceiving it as a vital animating force with near-spiritual power

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