Article: How to Define Your Business Purpose Written by Jermaine Haughton Thursday 11 April 2019 Share Share to LinkedIn Share to Facebook Share via email CMI Research Says There Are Five Ways to Recognise and Define Your Business Purpose Purpose-driven organisations are more efficient, profitable and popular with customers. But unlike more concrete management concepts such as ‘flexible working’, many bosses have trouble defining organisational purpose and knowing how to use it. Following a two-year project studying the UK’s top executives, the Chartered Management Institute (CMI)’s latest white paper, 'The What, The Why and The How of Purpose: A guide for leaders' has shed light on the topic. The report was written by Charlie Ebert of Judge Business School Cambridge, Dr Victoria Hurth of the University of Plymouth and Professor Jaideep Prabhu of Judge Business School Cambridge. The researchers conducted 18 in-depth interviews and a roundtable discussion with leading professionals – including Marks & Spencer’s director of sustainable business, Mike Barry, and PwC’s head of reputational strategy, Neil Sherlock. CMI evaluated what purpose means at the organisation level and why companies are pursuing it. Watch this: This is What CMI Companions Say About Purpose Want to learn more about how to define your business purpose? Login or register below for Free Instant Access Login If you are already registered as a CMI Friend, Subscriber or Member, just login to view this article. Confirm your registration Login below to confirm your details and access this article. Sign in with email Email remember me remember Forget? Please confirm that you want to switch off the "Sign in with email" remember me feature. Yes No Register for Free Access Not yet a Member, Subscriber or Friend? Register as a CMI Friend for free, and get access to this and many other exclusive resources, as well as weekly updates straight to your inbox. You have successfully registered As a CMI Friend, you now have access to whole range of CMI Friendship benefits. Please login to the left to confirm your registration and access the article. Article Our extensive range of articles are designed to keep you in the loop with all the latest management and leadership best practice, research and news. Members See More CMI Members have access to thousands of online learning and CPD resources. Learn more about our membership benefits Join The Community CMI offers a variety of flexible membership solutions, tailored to your needs. Find out more and get involved in the CMI community today.
