The Impact of Purpose on Strategy

The links between purpose, strategy and a strong commercial performance are clearer than ever. Criticaleye examines how leaders can ensure this relationship stays strong.

With commentary from:

Steven Cooper, CEO, C. Hoare & Co.: I see purpose as a guiding principle or a North Star. We settled on ‘being good bankers and good citizens’.

Till Dudler, Accenture Strategy Lead UK&I and Consumer Goods Strategy Lead in Europe, Accenture: Purpose should be the overarching factor for businesses – what we stand for, what we think our role is in society, and what we think value looks like.

Anthony Ainsworth, COO, E.ON UK: Keep telling the narrative. When you are doing things differently, you must have a group of true believers that is resilient and keeps pushing.

Amrit Jhita, Senior Account Executive, Advisory, Criticaleye: Companies that have incorporated purpose into their strategies, keeping employees and customers at the heart of what they do, will be best placed to navigate uncertainty.

Rita Clifton, Non-executive Director, Nationwide Building Society: It is about digging and uncovering the fundamental reason why the organisation started in the first place

Justin Ash, CEO, Spire Healthcare: I like to spend a lot of time in the organisation and meet almost everybody; you start getting an instinct for where the truth of the organisation lies.