Purpose is something you’re born with: Myth 2

In the second of our series of how has purpose transformed some of the world’s largest brands, we examine the second myth that you cannot become purposeful.

Today, many start-ups and new ventures begin life with a clear purpose. That purpose informs all of their thinking and doing from the outset. But what about businesses and brands that have been around a while?

It’s true that existing organisations can’t start with a clean slate. But they can draw on their brand equity and positive relationships. They can use these...

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