What is at the core of every great company? How do leaders and companies create sustained competitive advantage? In Purpose, Nikos Mourkogiannis shows that companies have forgotten one of the most important aspects of strategy: a sense of purpose. Strategy is management’s plan for a company, but Mourkoggianis argues that long before planning, companies must have purpose—a set of values that defines a company and inspires its employees. Rather than organization and structure, such core ideas are what determine a company’s success. Mourkogiannis outlines purpose in four key ways:
- Discovery of the New: IBM, Intel, Sony
- Excellence: Berkshire Hathaway, Apple, BMW
- Heroism: Microsoft, Ford, Exxon Mobil
- Altruism: The Body Shop, Marriott
Once Purpose is in place, planning, motivation and success can begin.