Don’t make ‘purpose’ pointless

We've all heard the word purpose a lot recently, it seems to crop up in most of my work conversations these days. Scott Payton argues that it's a word that is being overused like 'stories' was a couple of years ago: read Misuse of the word ‘purpose’ risks undermining genuine efforts to explain companies’ roles and goals in the world.

But there are also many fine examples of corporations with real purpose that is well explained across their digital channels. In the article, Scott gives two very different but equally impressive examples from Unilever and BASF.