“Meeting the world’s need for safe, clean, reliable, and economically priced electricity”

Richard Branson, CEO of Virgin Group – “It’s always my objective to create businesses with a defined purpose beyond just making money…our newest investment in OneWeb is also very much a Purpose-driven business, looking to create the world’s largest constellation of satellites to bring connectivity and communications to billions”

Share your ideas with you classmates. After you have submitted, read through your classmates' submissions and vote on the one you would consider implementing (apart from your own!). 

• “why” a person/firm does what it does. 

•The ultimate goal/aspiration to realise

•What gives meaning to work in a company

•What motivates/energises us to give our best

Profit is a mean to the end.  

•One of the key conditions for purpose to be achieved

•In turn, clarity of purpose and commitment enhances profitability

•Inspiring innovation and positive change

•Providing employees with a sense of meaning and fulfillment

•Creating value for the customer

•Make a positive impact on their community


Importantly, these do not mean an abandonment of commitments to creating shareholder value. Generating financial returns for shareholders remains an important element of organization purpose.

a… about the allocation of resources and capabilities …[Internal]

b… in a given competitive environment …[External]

c… to achieve some long-term goals. 

We will explore how purpose contributes to a firm's performance from a strategic point of view.