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Discovering your company's "purpose" is tough. Sustaining it can be even tougher. Even if you've zeroed in on a mission that your executives love, it won't do your company much good if the rest of your team doesn't share the same sentiment.
The challenge is to make sure your entire organization is willing to buy into its stated purpose. The consulting firm Radley Yeldar, which ranks brands according to "social purpose," gives the top spot to Unilever for its sustainability efforts, among other causes beyond the company's bottom line to which it has shown commitment.
Via The Learning Factor
If your own employees write off your shiny new mission statement as just another marketing trick, so will your customers.