The Generative
Business Project
A path to purpose-powered growth
Leaders today have to navigate the demands of the world. Those demands can feel like a tension between purpose and performance-as if there is a choice between doing good and doing well.
When put into practice in the right way, purpose makes your business generative.
The forces of generative business create outcomes that drive growth, valuation and pricing power, plus improve people’s lives and benefit society. This isn’t idealistic: the purpose of generative businesses is a positive intent behind their core businesses, not a borrowed cause. And this isn’t accidental: generative businesses work hard to embed their purpose into the culture and the organization, so everyone can act on it.
We spoke to executive leaders from a range of organizations-representing $589B in market cap and responsible for 400,000+ employees-about their experience putting purpose into practice.
In the full report you will find:
- Insights and examples from C-suite executives from 20+ organizations
- Actionable diagnostic tools and frameworks
- The cross-functional benefits of a generative business model
- The 7 drivers of purpose-powered growth and how to leverage them in your business
- And more!
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To meet those demands, they must leverage the seven drivers of purpose-powered growth
Focus
Talent
Innovation
Demand
Alliances
Longevity
Impact
THE OLD NARRATIVE:
Purpose is a tax on performance
THE NEW NARRATIVE:
Purpose can be a springboard for performance
This research is ongoing. We're always looking to hear from executives and business leaders on your experiences putting purpose into practice within your organization. If you'd like to be interviewed for the next edition of this report, please get in touch with us: generativebusinessproject@cocollective.com