The team at FastCo wrote an excellent piece on our new research: The B2B Purpose Paradox. Read the story here.
"Why would these companies want to embark on that journey anyway? Basically, it’s good for business, from the hiring process to building a company’s reputation. 'Purpose is a lens for our strategy development, our behaviors internally, our product development, the suppliers we work with, and then how we engage with society,' Cone says. Even if you’re not selling directly to a consumer, she adds, you still have to understand what you stand for as an organization.'