This is a book born from a frustration with how strategy, change and transformation are done in business, and the quality of advice out there. Darren Ashby and Atif Sheikh started businessfourzero almost a decade ago to help clients 'actually' unlock new levels of commercial performance whilst simultaneously delivering massive positive societal impact.
The practical experiences and tools shared are born from battle scars, both where things went wrong, but crucially from what we now know works every time. We have been inspired by learning alongside leaders and teams at the top, middle and frontline of incredible businesses around the world, and hope this book inspires you to 'actually do business better'.
In this chapter, we examine how to articulate purpose in a way that compels your teams to do business better. We study examples of businesses who are getting it right, and others who are getting it wrong. We explore how, to do it well, you need to redefine the playing field in a way that will create stretch, innovation and transformation, and make sure it moves beyond inspiring, positive statement to something with commercial and strategic teeth.
Fill out the form on the right to download a free copy of our chapter on purpose.