Most of What You Know About Business Purpose Is Wrong

Just because your business makes a positive impact somewhere along the line doesn't mean it's purpose-driven

Your company’s purpose is the valuable reason it exists. Purpose-driven businesses focus on that purpose and align everything else around it — including how and why they make money.

Unfortunately, purpose has become a victim of the jargon machine. The "purpose" label is slapped onto everything that vaguely touches positive impact, likely to seem trendy o…