In this feature for entrepreneur.com, Legacy+ co-founder Marc Kielburger explains why a company needs a purpose-driven approach that resonates emotionally with customers.
Creating a company that drives positive change requires more than competing on quality or price; it necessitates a purpose-driven approach that resonates emotionally with customers.
Social movements throughout history, like those led by Martin Luther King Jr. and Nelson Mandela, show the transformative power of purpose. In business, this means having a clear, tangible mandate that defines why the company exists.
And it’s worth it. Purpose-driven businesses are more profitable, have engaged employees and foster trust – which is crucial for long-term growth. (Millennials, especially, demand companies take a stand on societal issues.)
Trust, built through a genuine purpose, drives growth and loyalty – and leaders must embody and embed this purpose throughout the organization. In today’s economy, purpose is essential for starting and sustaining a business, creating lasting connections and potentially changing the world.
Read the full column on entrepreneur.com.
Image by pressfoto on Freepik
