About the book
Michael Hayman and Nick Giles argue that for leading companies today, purpose is the route to profit. In their account, belief has become a new currency and gaining mind share comes before gaining market share. The best firms, they write, are defined by a mission, a single cause or defining ambition, and they act like campaigners trying to lead and remake their industries. They win through momentum, meaning growth fast enough to outrun competitors. The authors set out how to find and define a commercial purpose, shape it into a campaign, and win customers over as advocates. Their examples include Google, Airbnb, Whole Foods and the British company Ella's Kitchen.
Airbnb co-founder Joe Gebbia praised it for showing how companies define, build and communicate their purpose, and Whole Foods Market chief executive John Mackey endorsed its case that purpose-driven businesses are winning.
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This book has 2 recommendations
John Mackey (CEO of Whole Foods Market)
Mission shows how purpose has become essential to today's business leaders. Capitalism can best flourish if based on new, ethical and socially-motivated foundations and this book shows why purpose-driven businesses are winning out, and acting as a force for good in society.
Joe Gebbia (Co-founder/Airbnb)
This book shows how companies are able to define, build and communicate their purpose in order to prosper.
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