Should a Company Have a Noble Purpose? [Archive.org URL]

If you’re a senior executive or a strategic planner, then articulating a noble purpose may seem like a powerful way to energize the people in your organization to break away from your pack of competitors. And it may seem like a way to attract a more committed, more passionate, and more capable group of employees-people, like teachers, actors, artists, and nurses, who dedicate themselves to lifelong goals. Even conventional businesspeople, in a full-steam-ahead economy, are drawn to companies that promise them the opportunity to do something meaningful. But nobility is not something to tackle lightly. For mainstream companies and start-ups alike, it is a difficult path-and once entered publicly, it cannot be easily abandoned.

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