Hugh Mac Leod interviews [Mark Earls]: [Welcome To The Creative Age], Herd, death-of-Brand Ing, etc. Put really simply, the [Purpose Idea] is the "What For?" of a business, or any kind of community. What exists to change (or protect) in the world, why employees get out of bed in the morning, what difference the business seeks to make on behalf of customers and employees and everyone else? [BTW] this is not "MissIon, VisIon, ValUe-s" territory - it's about real drives, PassIon-s and beliefs. The stuff that men in suits tend to get embarrassed about because it's personal. But it's the stuff that makes the difference between success and failure, because this kind of stuff brings folk together in all aspects of human life.

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