The Importance of Purpose-Driven Companies

When feeling the urgent pressure of new technologies, disruptive change and fast-moving markets, inspirational leaders focus on a surprising question: why does our organization even exist? It’s easy to get caught up in the whirlwind of the latest tech or what the competition is doing, but deeply understanding your core purpose can cut away distractions, focus you on what matters and create a vision for what’s next. 1/ Start by looking at the very nature of your organization and strip away the packaging, pricing and delivery. Ask yourself: what unique role does this organization play in the world? Why do we exist, and what about that has remained consistent across our past and our present, and should inevitably drive our future? 2/ Craft a vision for the future that is disrupted by change but grounded in purpose, envisioning how the world will continue to rely on our existence, as needs are timeless. Resist picking specific technologies, products, packages or solutions that this value is embedded in, because these are not timeless. 3/ Engage your organization in using this purpose to inspire what might be next. Ask yourselves, what are other ways that we may fulfill our purpose beyond what we’re doing today? What are the different shapes, business models, packages or delivery vehicles that might look different but magnify our purpose? Which of these might help us not just survive, but thrive in a future shaped by disruption and new technologies? Look closely at organizations that have thrived through previous disruptions to recognize how this successful pattern of returning to their purpose has fueled success. Take Disney - an organization that has embedded magical family experiences through immersive storytelling into everything it does (its purpose), whether it’s hand drawn animation, theme parks or CGI. The core idea here is to resist simply reacting to markets or chasing trends, but rather to follow purpose-driven innovation: getting inspiration from how we reimagine ourselves to reinforce our reason for existing, not distract from it. #LIPostingDayMay

Most companies say they're great places to work, but very few employers actually validate (using data) that the HR practices they're employing are *driving better outcomes* and are *good for employees*. As the Head of the Americas of Top Employers Institute, I'm often asked: "What distinguishes a ‘Top Employer’ from the rest?" We validate the HR practices of 2,400+ global multinational companies to help them benchmark their people practices and look beyond the benchmarks in an effort to build a better world of work - and employers work with Top Employers Institute to unlock a data-driven approach to improving business outcomes. We certify and recognize those organizations committed to meeting the highest standards across their people practices. This is broken down into 3 main steps: 1) We survey the HR & Talent teams on over 300 HR and People Practices. 2) Our team of HR auditors validate their responses and collect evidence. 3) If the data and evidence shows they do enough of the best-practices consistently, they have a better chance to certify as a Top Employer. If the data shows otherwise, participants then have access to the data to improve for the future but aren't officially recognized. Here are the top 8 traits of certified Top Employers in 2025: 1) Purpose-driven: Consistently use purpose measurement scorecards to align actions with purpose (+19% revenue growth) 2) Employee-centric & Wellness Oriented: use engagement action plans and manager accountability to drive effectiveness (correlated to +16% revenue), and provide time for employees to unplug and de-stress (correlated to +13% revenue). 3) Growth-focused & Collaborative: Prioritize growth markets, segments, and geographies (+16% revenue) and engage employees in action planning using survey insights (correlated to +11% revenue) 4) Coaching culture: Build strong coaching cultures (correlated to +14% revenue) 5) Inclusive benefits: Offer family-friendly perks like childcare contributions (correlated to +12% revenue) 6) Values-based: Integrate sustainability into leadership values (correlated to +11% revenue) 7) Community-builders: Assign peer buddies to new hires to build belonging (correlated to +10% revenue) 8) Fairness: Conduct pay equity analysis to ensure fair compensation (+12% adoption rate from 2024 to 2025 at Top Employers) The data shows that focusing on purpose, people, and fairness pays off in engagement, retention and revenue, but the challenge is that HR hasn’t traditionally been able to measure and track progress on their people practices holistically every year. That's where we come in. Top Employers are pioneering next-practices with us as we shape the future of work together. Question for you: what innovative ways is your employer taking the lead to elevate your work experience? Drop your thoughts in the comments below.

In Venezuela, 2013, I embarked on a leadership journey that prioritized spirituality and the human-BEING over the human-DOING—and the results were extraordinary. 🌿✨ Amidst the country’s immense challenges, our team responded with something truly remarkable: volunteers from within the organization created a virtual business unit focused on elevating one another as human beings. This initiative wasn’t just about surviving; it was about helping each other grow, mature, and prepare for the personal and professional difficulties ahead. Leadership grounded in ancient wisdom taught me that nurturing people rather than controlling outcomes transforms both teams and organizations. 💡 Practical Lessons for Leaders: 1️⃣ Create Safe Spaces: Encourage self-awareness, vulnerability, and meaningful conversations about values and purpose. 2️⃣ Foster Purpose-Driven Goals: Go beyond financial metrics. Align your organization’s vision with societal impact to inspire and unite your team. 3️⃣ Embrace Ancient Wisdom: Philosophies like Vedanta, Taoism, and Buddhism remind us to lead with authenticity, compassion, and balance. The Ripple Effect: When leaders prioritize their team’s humanity, trust flourishes, collaboration deepens, and a shared sense of purpose drives sustainable success. As Laozi beautifully said: "A leader is best when people barely know they exist. When their work is done, their aim fulfilled, the people will say: We did it ourselves." Leadership is not just about driving results; it’s about creating spaces where people thrive as human beings. Together, we rise. 🌱 💬 How are you nurturing the human-BEING within your teams? Let’s discuss in the comments. #Leadership #PurposeDriven #HumanCentered #Growth #Trust #MindfulLeadership

When you set out to build a company that is good for society, how do you make sure your intentions go beyond just window dressing? In the 21 years that I have written about startups for Bloomberg Businessweek and Fortune and WIRED, I've seen a lot of companies make short-sighted decisions that compromise their social goals. They blame the economy, or the stock market, or a competitive business landscape. They say it's impossible. But companies like Warby Parker prove it’s possible to build a strong business that does good, *even* after 16 years and *even* in this economy. So how do we ensure that purpose stays at the heart of our work? Cofounder Neil Blumenthal shared his thoughts on a recent episode of the #HelloMondayPodcast: 1. Define Clear Values: Purpose can’t just be a buzzword. Embed your company’s core values into everything you do—from how you hire and treat employees to the sustainability of your supply chain. 2. Measure and Share Impact: Be transparent about your goals and track your progress with hard data. Share what’s working, and just as importantly, what’s not. True commitment to change means accountability, not perfection. 3. Engage Stakeholders: Your employees, customers, and communities should have a voice. Create feedback loops that allow for honest input and adjust your approach based on their needs, not just what looks good in a mission statement. 4. Lead by Example: It’s not enough to talk about doing good—your leadership needs to embody these values. Authenticity comes from action at every level of the company. We don't have to sacrifice social impact for growth. It takes intentionality and accountability, but it’s possible to stay true to mission. And: Big gratitude to Leanne Pittsford & the Lesbians Who Tech & Allies Summit for inviting us to record this episode live in September in New York City! What do you think? How can businesses balance purpose with profitability in today’s challenging environment? Who is doing it well?

I want to share some work with you. It's one of the most fascinating projects I've worked on as a consultant, and it tackles one of the hottest topics in business and branding: how does purpose create value? Every organization needs a north star to guide its action, but the discourse about purpose is becoming a fight between activists and skeptics. So I worked with business design and transformation consultants co:collective to go beyond the arguments and understand how companies really put purpose into practice, and how it really creates value. We spoke with executives from 20 orgs, from established giants like The New York Times Johnson & Johnson and Ford Foundation, to new-gen companies like Opendoor and YETI. The result is The Generative Business Project. Here are the big lessons we learned about generative businesses. A good purpose reflects the positive impact of the core business. You can't run an organization around a grafted-on cause. A good purpose is a company-wide concept. It's not a line for a communications campaign. Purpose gives businesses powers of growth that normie companies don't have. In Co's words, purpose is a generative force. We found seven ways that purpose consistently unlocks growth: Focus. Purpose is a decision filter. It's a common approach for an entire organization. Innovation. Purpose reminds the company how to improve people's lives, which is an automatic brief for innovation. And it works as a mandate for constant improvement. Alliances. When you have a purpose, external partners including suppliers and retailers want to contribute to your success. Impact. A purpose gives you a bigger addressable market, and encourages you to swing for the fences. Talent. Employees want to contribute to positive goals, so purposeful companies attract and retain talent. Demand. Customers trust you and like what you do, so you unlock incremental revenue, expansion potential, and pricing power. Longevity. Purpose is a defense against bad internal decisions and external threats. Purpose gives you greater capacity to reinvent yourself. You can download the report here: https://lnkd.in/e5HKtats It's a good read whether you're an idealist who wants to improve the world through business, or a hard-headed realist who wants to see whether purpose really contributes to business goals. If you're a leader who wants to run your organization and your innovation around a purpose, or if you want to share your experience with The Generative Business project, you should speak with Amanda Ginzburg at Co: Big thanks to Co: partners Rosemarie Ryan Ty Montague Neil Parker Amanda Ginzburg and Sarah Fischer. I loved working with you on this. And big thanks to the friends and contacts who contributed to the study. You know who you are. The business world is a better place for your work. And if you're interested in building IP that could unlock a bigger future for your business, we should talk.

🕯 Purpose is the New Paycheck: Why Purpose-Driven Workplaces Are the Future 🕯 In today’s rapidly evolving job market, one thing is clear: Purpose is becoming as valuable as a paycheck. More than ever, employees are seeking more than just a job—they’re looking for a sense of meaning, belonging, and alignment with their values. They want to be part of something bigger than themselves and contribute to a company that makes a real difference. I'm very fortunate to work somewhere that makes me feel like I'm part of something bigger than myself, and also that my actions and behaviors have an impact, and make a difference to our clients, our candidates, and our wider community, all things that matter to me. This connection helps me be more effective in what I do and honestly keeps me coming back for more, every day, every week! In my role here at HR Soul Consulting, I’ve also seen this shift firsthand. Recently, we've worked with a company struggling to retain top talent. While they had competitive salaries and great benefits, employees felt disconnected from the company’s mission. Through our efforts, we helped them articulate their purpose—one that centered on sustainability and community impact. This simple but powerful change ignited a renewed sense of pride among employees. They no longer saw themselves as just working for a company but as contributors to a greater cause. The results? Increased engagement, lower turnover, and a stronger, more connected workplace culture. Purpose-driven workplaces aren't just a trend; they’re a competitive advantage. When employees find purpose in their work, it boosts engagement, retention, and performance. It’s not just about what we do; it’s about why we do it. So, how can organizations build a culture of purpose? 📍 Define and Communicate Your Purpose: Go beyond mission statements. Purpose should be a lived experience that resonates with every level of the organization. 📍Embed Purpose into Everyday Work: Purpose shouldn’t be a poster on the wall—it should be a core part of decision-making, from strategic planning to daily tasks. 📍Empower Employees to Live Your Purpose: Encourage your team to bring their whole selves to work and create opportunities for them to contribute to meaningful initiatives. 📍Lead with Authenticity: Leaders play a critical role in modeling purpose-driven behaviors. When leaders are authentic and transparent, it builds trust and inspires others. Purpose isn’t just a buzzword; it’s the new currency of work. What steps is your organization taking to become a purpose-driven workplace? Let’s create environments where people feel inspired, motivated, and connected to a cause greater than themselves. #PurposeDrivenWorkplace #Leadership #CompanyCulture #EmployeeEngagement HR Soul Consulting

🚀 𝗨𝗻𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 𝗶𝗻 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀: 𝗟𝗲𝘀𝘀𝗼𝗻𝘀 𝗳𝗿𝗼𝗺 𝟮𝟬+ 𝗬𝗲𝗮𝗿𝘀 𝗼𝗳 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 After over two decades of working on purpose-driven leadership, here’s what I’ve learned: 𝟭. 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝘄𝗶𝘁𝗵 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 + 𝗣𝗿𝗼𝗳𝗶𝘁 💰  The most successful companies are led by authentic leaders who balance purpose with profit. These leaders navigate their teams through the inevitable ups and downs, providing stability and vision. 𝟮. 𝗧𝗵𝗲 𝗗𝗲𝘀𝗶𝗿𝗲 𝘁𝗼 𝗕𝗲𝗹𝗼𝗻𝗴 👯  We all yearn to be part of something greater than ourselves. While a paycheck is essential, true fulfillment comes from contributing to a larger mission. 𝟯. 𝗣𝗲𝗼𝗽𝗹𝗲 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 🏔️ You can have all the strategy in the world, but you need people to take the hill. For that, you need a leader with vision, passion, commitment, and authenticity that people want to follow. 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆: 𝗦𝗼𝘂𝘁𝗵𝘄𝗲𝘀𝘁 𝗔𝗶𝗿𝗹𝗶𝗻𝗲𝘀 🛫  Southwest Airlines is the OG example of purpose-driven success. Under the leadership of founder Herb Kelleher, they offered $49 fares, democratized air travel, giving many the freedom to fly for the first time. This purpose—freedom—not only transformed the airline industry but also deeply motivated their employees. The result? They achieved 33 consecutive years of profitability which included 127 consecutive profitable quarters as of 2008. 🎯 Purpose-driven leadership is not just a buzzword; it’s a proven strategy for sustained growth + employee engagement. 𝗥𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗻𝗴 𝗼𝗻 𝗠𝘆 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 🌟 I’ve seen firsthand how aligning purpose with profit can transform not just businesses, but lives. It’s about creating a legacy that goes beyond the bottom line. As Jim Collins (of "Good to Great" 📕 ) says: "𝗔 𝘃𝗶𝘀𝗶𝗼𝗻𝗮𝗿𝘆 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘀𝗶𝗺𝗽𝗹𝘆 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝗶𝗱𝗲𝗮𝗹𝗶𝘀𝗺 𝗮𝗻𝗱 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: 𝗶𝘁 𝘀𝗲𝗲𝗸𝘀 𝘁𝗼 𝗯𝗲 𝗵𝗶𝗴𝗵𝗹𝘆 𝗶𝗱𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰 𝗮𝗻𝗱 𝗵𝗶𝗴𝗵𝗹𝘆 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲" 🔍 How does your organization balance purpose and profit? I’d love to hear your stories + insights in the comments! 👇 #Leadership #PurposeDriven #EmployeeEngagement #BusinessGrowth Tagging in many who have been on this journey too: Roy Spence Haley Rushing Judy Trabulsi Debra Goetz Sandra Cordova Micek Keith Yamashita Susan Schuman John Wallace Christy Sinnott Gina Tallarico Rosemary Mercedes Betsy Alekman Denise Matamoros Kerai Lara Mosko Alex Hadad Mark Katz Andrew Golomb Tanya De Poli Checha Agost Carreño Robin Hafitz Tonia O'Connor Mark Hoplamazian Sarah Friar Charles Conn Jim Stengel Suzanne Tosolini Scott Goodson John Rose Neal Zuckerman Tim Regan Jeremy Gaines ....

A purposeful business goes beyond profit—it's about creating positive change. Profit is important, and business is a formula. Businesses must bring in more revenue than expenditures required to deliver the products and services. When businesses focus on meaningful, long-term value, they build stronger relationships with stakeholders and drive innovation that solves real-world problems. True impact comes from internalizing both the positive and negative effects of a business’s operations, ensuring that every step, from the supply chain to customer interactions, aligns with its purpose. Employees and customers alike are seeking brands that prioritize purpose over profit, and those businesses attract loyalty, talent, and long-term growth.

Scaling Up with Purpose: Why I Focus on Purpose-Driven SMBs Larry Fink, CEO of BlackRock, once said: “Purpose is not the sole pursuit of profits but the animating force for achieving them. Profits are in no way inconsistent with purpose – in fact, profits and purpose are inextricably linked.” This resonates deeply with my story and the path that led me to work with purpose-driven SMBs. 🔹 Growing Up with Purpose I was raised by entrepreneurial parents who built businesses not just to make money, but to solve real problems and uplift communities. Their ventures were always guided by a sense of responsibility and impact—an early lesson that purpose and profit can (and should) coexist. 🔹 Corporate Finance Meets Real-World Impact After years in corporate finance, I realized that scaling businesses isn’t just about financial acumen—it’s about aligning strategy with a deeper ‘why.’ I’ve seen firsthand that companies driven by purpose outperform their peers, attract better talent, and scale more sustainably. 🔹 Why I Focus on Purpose-Driven SMBs Mid-market companies and SMBs are the backbone of innovation and growth, yet many struggle to break through the next level. By helping them scale with clarity, discipline, and a purpose-first mindset, I’m not just driving profitability—I’m contributing to a larger movement of businesses that create lasting, positive impact. Scaling isn’t just about growth. It’s about growing right. When purpose sits at the core, scaling up isn’t just easier—it’s transformative. 🔑 Purpose is the multiplier effect. If you’re an SMB founder looking to scale, my mission is to help you align vision, strategy, and execution to unlock exponential growth—profitably and purposefully. #ScalingUp #PurposeDrivenGrowth #BusinessStrategy #Leadership

While lots of billionaires make empty pledges, one founder gave away his entire $1.5B company. The result? A $100M/year engine for saving the planet. Here's the blueprint: In 2022, Patagonia's founder Yvon Chouinard did something unprecedented - he gave away his $1.5B company. But he didn't turn it into a non-profit. He discovered something more powerful. A well-run business can create more impact than any charity. Here's the genius structure he created: • 2% voting stock to Patagonia Purpose Trust • 98% non-voting stock to Holdfast Collective This ensures two things: • The company stays competitive and profitable • Every dollar of profit fights climate change The results are staggering: • 848 environmental organizations funded • 814 employees involved in grantmaking • ~$100M generated annually for climate action All while remaining a thriving business that: • Competes and wins in market • Pays employees well • Creates products people love • Drives massive environmental impact This reveals something crucial about entrepreneurship: Your business isn't just a way to make money. It's your greatest lever for positive change. Most founders miss this because they're stuck in old thinking: • Maximize profits at all costs • Put shareholders first • Treat impact as an afterthought But the most successful businesses of tomorrow will: • Align profit with purpose • Solve real problems • Create genuine value • Make the world better Not because it's nice - because it's smart business. The world's biggest problems are also its biggest opportunities. Climate change, healthcare, education - these aren't just challenges. They're trillion-dollar markets waiting for business solutions. I learned this the hard way. For 15 years as a founder/CEO, I chased profit first, and purpose second. Until I realized that the more I aligned my business with genuine impact, the more successful it became. Now Inside-Out is one of the leading startup coaching firms in America. And our clients positively impact areas from climate, education, AI, and health. This is what conscious leadership is about.