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There needs to be an emotional connection to a story that contributes a
positive impact in the world. In a world where more people are looking
for meaning and to belong it matters more.

It is about connecting the heart and head - your reason for being – why
the company started. Talk about it, see it as a living narrative and make
it as clear as possible. Be transparent about the heart of the business
and how you are trying to make a difference in the world. It has to be
attractive in a way that people want to be involved in it.

The business case put by those who successfully put PURPOSE first
includes increased profits, improved productivity, higher rates of
customer satisfaction, improved levels of engagement, better retention
and an enabler for successful transformation (Gallup).

It matters to employees especially millennials as having a PURPOSE is
key in their employer choice.

This story is crucial for creating a relevant, powerful message to engage
people and unite them to achieve a common purpose. Without the
WHY your story is weak – it has to mean something to people.

Where does it sit on your Agenda?

Most people know what an organisation does but few know why they do it.
(Simon Sinek)
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