The B2B Purpose Paradox

How Purpose Powers Business-to-Business Growth


Business-to-business (B2B) companies understand the power of a having a clear "North Star" - their reason for being, their purpose. 

Once viewed as a largely B2C strategy, purpose is today widely accepted as critical for businesses of all industries, sizes, and sectors.


Yet, there is a gap between the identification of an organization's purpose - Stated Purpose  - and its full implementation - Activated Purpose  - internally and externally with society. 

In this groundbreaking report - one of the most comprehensive pieces of research on B2B companies and purpose - we explore how organizations are using purpose to define their reason for being, and why they are falling short in impact on the business and society. 

Download The B2B Purpose Paradox below for insights on the industries leading in purpose, how purpose shapes culture, why the C-suite is critical, and how to activate Believers, a fascinating subset of employees who are B2B purpose champions. 


The B2B Purpose Paradox

Looking for deeper insights on the B2B Purpose Paradox? Carol Cone ON PURPOSE is offering limited workshops, webinars and speaking engagements regarding these findings. Contact us for a customized quote.

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© 2020 by Carol Cone ON PURPOSE, LLC



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