5 Keys
to Unlocking a
Purpose-Driven Business
Virgin’s Changing Business for Good Group
Director, Charlotte Goodman, advises Virgin
Group businesses globally on how to strategically
articulate, embed and measure their purpose
to create positive impact and a sustainable
competitive advantage.
Here are Charlotte’s tips for
building a profitable,
purpose-driven business.
1
2
18
Determine the purpose of your business, by reflecting on why
you exist not just focusing on what and how you do what you do.
Then make decisions based on the long term, not just the short term.
Balancing the importance of both the long term and the day-to-day
running of your business will ensure your business is relevant to future
customers, not just your current ones.
Insight is everything. Define and have a clear understanding of
the role and positive impact you want to have on people’s
lives – your customers, your people etc. The more you understand the
role you want to play, the better you’ll be able to see and capitalise
on relevant opportunities and create new ones that may not already
exist.