{"id":183252,"date":"2006-11-10T00:00:00","date_gmt":"2009-10-31T12:34:37","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/research\/msr-research-item\/purpose-the-starting-point-of-great-companies\/"},"modified":"2016-09-09T09:44:12","modified_gmt":"2016-09-09T16:44:12","slug":"purpose-the-starting-point-of-great-companies","status":"publish","type":"msr-video","link":"https:\/\/www.microsoft.com\/en-us\/research\/video\/purpose-the-starting-point-of-great-companies\/","title":{"rendered":"Purpose: The Starting Point of Great Companies"},"content":{"rendered":"<div class=\"asset-content\">\n<p>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\u2019s plan for a company, but  Mourkoggianis argues that long before planning, companies must have purpose\u2014a set of values that defines a company and inspires its employees.  Rather than organization and structure, such core ideas are what determine a company\u2019s success.  Mourkogiannis outlines purpose in four key ways:<\/p>\n<ul>\n<li>Discovery of the New: IBM, Intel, Sony<\/li>\n<li>Excellence: Berkshire Hathaway, Apple, BMW<\/li>\n<li>Heroism: Microsoft, Ford, Exxon Mobil<\/li>\n<li>Altruism: The Body Shop, Marriott<\/li>\n<\/ul>\n<p>Once Purpose is in place, planning, motivation and success can begin.<\/p>\n<\/div>\n<p><!-- .asset-content --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s plan for a company, but Mourkoggianis argues that long before planning, companies must [&hellip;]<\/p>\n","protected":false},"featured_media":194966,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","msr_hide_image_in_river":0,"footnotes":""},"research-area":[],"msr-video-type":[],"msr-locale":[268875],"msr-post-option":[],"msr-session-type":[],"msr-impact-theme":[],"msr-pillar":[],"msr-episode":[],"msr-research-theme":[],"class_list":["post-183252","msr-video","type-msr-video","status-publish","has-post-thumbnail","hentry","msr-locale-en_us"],"msr_download_urls":"","msr_external_url":"https:\/\/youtu.be\/5fhq9lTmfJw","msr_secondary_video_url":"","msr_video_file":"","_links":{"self":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video\/183252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video"}],"about":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-video"}],"version-history":[{"count":0,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video\/183252\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media\/194966"}],"wp:attachment":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media?parent=183252"}],"wp:term":[{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=183252"},{"taxonomy":"msr-video-type","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video-type?post=183252"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=183252"},{"taxonomy":"msr-post-option","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-post-option?post=183252"},{"taxonomy":"msr-session-type","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-session-type?post=183252"},{"taxonomy":"msr-impact-theme","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-impact-theme?post=183252"},{"taxonomy":"msr-pillar","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-pillar?post=183252"},{"taxonomy":"msr-episode","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-episode?post=183252"},{"taxonomy":"msr-research-theme","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-theme?post=183252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}