Perspectives on Purpose : Leading Voices on Building Brands and Businesses for the Twenty-First Century book cover
1st Edition

Perspectives on Purpose
Leading Voices on Building Brands and Businesses for the Twenty-First Century

Edited By

Nina Montgomery

ISBN 9780367112370
Published February 26, 2019 by Routledge
220 Pages 21 B/W Illustrations

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Book Description

Perspectives on Purpose brings together industry leaders to advocate for a more human-centered and socially-conscious future for businesses. Sharing stories from their work at companies like Ben & Jerry’s, Sephora, Airbnb, Diageo, VF Corporation, and Hyatt, these authors demonstrate how weaving purpose into the profit-making core of business helps companies do good and do well.

Foreword by Jessica Alba and Christopher Gavigan, Co-founders of The Honest Company

Chapters by:

Jorge Aguilar (Prophet)

Tom Andrews (TJALeadership, SYPartners)

Maryam Banikarim (Hyatt, NBC Universal, Gannett, Univision)

Ila Byrne and Ryan Hunter (Diageo)

Corrie Conrad (Sephora)

Alexandra Dimiziani (TwentyFirstCenturyBrand, Airbnb)

Ambika Gautam Pai (Wolf & Wilhelmine)

Heidi Hackemer (And So We Hunt)

Sam Hornsby (TRIPTK)

Jonathan Jackson (Harvard University, Blavity)

Sam Liebeskind (Gin Lane, Wolff Olins)

Rob Michalak (Ben & Jerry's)

Thomas Ordahl (Landor)

Frank Oswald (Columbia University)

Sarah Potts (Thorn)

Matthew Quint (Columbia Business School)

Haley Rushing (The Purpose Institute)

Letitia Webster (VF Corporation)

Freya Williams (Futerra)

Perspectives on Purpose and its sister book, Perspectives on Impact, bring together leading voices from across sectors to discuss how we must adapt our organizations for the twenty-first century world. Perspectives on Purpose looks at the shifting role of the corporation in society through the lens of purpose; Perspectives on Impact focuses on the recalibration of social impact approaches to tackle complex humanitarian, social, and environmental challenges.

Table of Contents

Dedication, Acknowledgements, List of Figures, Note on Contributors , Foreword, Jessica Alba and Christopher Gavigan, Founders @ The Honest Co., Introduction, Nina Montgomery, I. Framing Thoughts on Purpose, 1. On the Business Case for Purpose: Friedman, Fink, and the Battle for the Soul of Business, Freya Williams, CEO, North America, Futerra, 2. On the New Brand-Consumer Contract: Tectonic Shifts and New Tenets, Sam Hornsby, Founder and CEO, TRIPTK, 3. On Ethical Dilemmas and Purpose-led Decision-Making: Do the Right Thing for Whom? Frank Oswald, Lecturer, Columbia University M.S. Strategic Communication Program, 4. On Measuring Purpose: From Organizational Commitments to Social Impact, Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School, 5. On How to be a Champion of Purpose, Maryam Banikarim, former CMO, Hyatt, Gannett, NBC Universal, and Univision, II. Building Purpose-led Organizations, From the Inside Out, 6. Setting the North Star: Finding Purpose and Building Instinct, Ambika Gautam Pai, Partner, Wolf & Wilhelmine & Heidi Hackemer, Founder, Wolf & Wilhelmine, 7. Transforming the Organization: Designing for Purpose and Humanity, Tom Andrews, Founder, TJALeadership and former President of Organizational Transformation Practice, SYPartners, 7. Putting Values into Action: Delivering on Purpose by Establishing, Embedding, Enacting, and Expressing Your Values, Alexandra Dimiziani, Co-Founder and Global Managing Partner, TwentyFirstCenturyBrand, 9. Activating Living Experiences: Building Brand Relevance by Putting Purpose to Work, Jorge Aguilar, Partner, Prophet, 10. Building community: Revolutionizing the Way We Manage Brands, Thomas Ordahl, Chief Strategy Officer, Landor, 11. Using Those Strengths for Greater Good: A Social Impact Journey and Toolkit, Corrie Conrad, Vice President, Social Impact & Sustainability, Diversity & Inclusion, Sephora, III. Case Stories on Practicing Purpose, 12. VF Corp: The Journey of Becoming a Purpose-led Portfolio, Haley Rushing, Co-Founder and Chief Purposologist, The Purpose Institute & Letitia Webster, Global Vice President, Sustainability and Responsibility, VF Corp., 13. Diageo’s Ugly Distilling Company: Distilled with Purpose, Ila Byrne, Innovation Director, Diageo & Ryan Hunter, former Senior Innovation Manager, Diageo, 14. Thorn & Wolff Olins: Bringing Clarity to Non-Profit Purpose, Sam Liebeskind, former Strategy Director, Wolff Olins & Sarah Potts, Head of Marketing, Thorn, 15. Ben & Jerry’s: Continuing to Turn Values into Value through Linked Prosperity , Rob Michalak, Global Director of Social Impact, Ben & Jerry’s, Conclusion, Jonathan Jackson, Co-Founder, Blavity & Nieman-Berkman Klein Fellow, Harvard University & leading young voices, Further Reading, Chapter Notes, Index

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Margarita (‘Nina’) S. Montgomery is an archaeologist-turned-strategist currently working at IDEO. A PhD candidate at Oxford, she holds a fellowship at TRIPTK and has spoken on organizations and society at Harvard Business School and Oxford’s Said Business School, among others. Nina received a BA in Classics from Dartmouth and a master’s in Classical Archaeology from Oxford as a Reynolds Scholar.


'To build a great company, purpose is not a nice-to-have; it’s a must-have. This book brings together a range of thoughtful voices on how to develop and communicate that purpose.' - Adam Grant, New York Times bestselling author of ORIGINALS and GIVE AND TAKE

'Ms. Montgomery’s inspirational work is a rally cry and reminder that we’re not playing a zero-sum game here, but a win-win. And when we structure ourselves not to compete, but to collaborate under one shared conceptual framework for purpose-led business, the possibilities for meaningful and lasting social impact are endless.' - Jessica Alba & Christopher Gavigan, Co-Founders at The Honest Company

'Climate change, once imminent, has arrived in force. The world, once without end, has shrunk to the size of a nest. We now have to accept our responsibilities to salvage and create a heritable world. First among these responsibilities is the conduct of economic life—how to do business to good purpose and solve the problems, however unintentional, of our own creation. This book shows us how.' - Vincent Stanley, Director of Philosophy at Patagonia

'With so many brands proclaiming their 'purpose' today, this book offers clear-eyed, pragmatic views on how companies can authentically make the world better in some way -- not through philanthropy and certainly not through marketing campaigns, but through their profit-making core business. Indeed, it shows that "profit or purpose" is a false choice and that an increasing number of companies and their leaders are getting it right.' - Jon Iwata, Former Chief Brand Officer at IBM, and Executive Fellow at Yale School of Management

'It is undeniable that of all the words that purport to bind endeavors and organizations (Vision; Mission; Plan; Brand to name a few), Purpose is the most powerful. It sits above the others. It is fundamental. For a singular purpose creates freedom and enfranchisement. When history is written about the changes which took place at the beginning of the twenty-first century,it will be the growing understanding of the importance of Purpose which is documented. This excellent book is the start of that history.' - Michael Birkin, CEO at kyu

'The problems of today and tomorrow demand collective action and creative solutions. The first step in developing the necessary culture of community-based problem-solving is to convene diverse leaders from industry and academia whose imagination and experience help us see with new, more inclusive eyes. The Perspectives book series, and especially the volumes on Impact and Purpose, does just that by amplifying the voices of underrepresented thought innovators whose perspective is vital to the future success, stability, and security of our society.'Dan Porterfield, President and CEO at the Aspen Institute