People who work for an organisation with a clear and valued purpose will try new things, move into deep learning, take risks, and make surprising contributions. The result? Significant improvements in engagement and business success.

Research proves this – one study of 500,000 people across 429 companies suggests a positive impact on performance when the purpose is communicated with clarity. When an authentic purpose runs through business strategy and decision making, the personal good and the collective good become one.

Yet in one survey of senior executives around the world, only 38 percent of leaders said that their staff had a clear understanding of the organisation’s purpose and commitment to its core values and beliefs.