Auf dieser Seite dreht sich alles  um den „Purpose“. Wir haben die wichtigsten Statements, Beiträge und Reports, die wir für unsere Arbeit als zielführend betrachten, für Sie zusammengestellt. Warum? Weil über den „Sinn“ viel Unsinn geschrieben wird, deshalb haben wir hier die sinnstiftenden Beiträge kurz zusammengefasst (ohne Anspruch auf Vollständigkeit. Alle Rechte liegen bei den vorgestellten Unternehmen)


„The purpose of business is business.“

Milton Friedman

Nobel Prize winning economist Milton Freidman once wrote that there is “one and only one social responsibility of business – to use its resources and engage in activities designed to increase its profits, so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.“ (Capitalism and Freedom, Milton Friedman, 1962)

Why business must harness the power of purpose (By EY Beacon Institute)

Für unser Strategieverständnis gilt:  Purpose ist mehr als das klassische Unternehmensleitbild. Es geht nicht darum was man macht oder welche Strategie man verfolgt, es geht um das Warum.
Im Idealfall ist der Purpose die Philosophie hinter dem Geschäftsmodell, der sinnstiftende Wesenskern und damit die Leitmaxime für alles Handeln. 


5 Key Benefits of Higher Purpose Programs

There are five benefits that motivate these firms and should motivate yours.

From David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet, a global marketing and branding consultancy.

Put Purpose at the Core of Your Stratgey

„We argue that the role of purpose must shift from the periphery to the core of strategy. Articulating a compelling purpose and following it through with leadership commitment and financial investment, can be used to shape a sustainable profitable growth strategy…..You must ask why does your company exist? What is its impact on society? Why should people want to work for you? In today’s world, the answers to these questions cannot just be money. Companies must recognize they have a bigger role to play, and that they can transform the world around them.“

Thomas W. Malnight


Does Your Purpose Have the Power to Transform Your Organization?

Purpose is more important than ever. With always-on digital transformation, purpose is impactful in guiding and energising organizations, in motivating talent and in elevating employee engagement. Research Report: Becoming Purposeful from Prophet.

Purpose Economy

Purpose Economy steht für die Formulierung eines höheren Zwecks jenseits von Zahlen und definiert ein neues Selbstverständnis von Unternehmen. Eine neue Generation fragt massiv nach dem „Warum?“ und dem „Wozu?“. Sie wählen ihren Job nicht mehr ausschließlich, um Geld zu verdienen.

Prof. Dr. Bernd Ankenbrand

Put Purpose at the Core of Your Strategy

How can companies become more focused on the outside world and its opportunities? How can we take big leaps rather than small steps? How do we become proactive and ready to lead our industries? Our research has found that the answer is – Purpose.

Thomas W. Malnight, Professor of Strategy and General Management at IMD


Building Business with purpose

„Heightened demands from stakeholders have driven a major shift towards building business with purpose. For many large companies, this has evolved beyond corporate social responsibility to business transformation and the need for a redefinition of business models, practices and culture.”

Cyril Garcia, CEO of Capgemini

Is a strong purpose enough?

„No. But combined with a commitment to creating living, evolving brand experiences and the recognition that brands must be powered from the inside out through culture, capabilities and engagement, it’s an essential ingredient of relevance. And in today’s fast-moving world, that’s the currency that matters most.“

Mike Leiser, Prophet

The future of business will be driven by purpose

„The business of business has got to be society. That might make them much more “human” places. People want a purpose in life. Making shareholders rich is not a really motivating purpose. Making a society rich is better….In some way we’ve got to begin to redefine the purpose of a company so that it’s not just making money for itself, but it’s actually creating a life for its people. But I don’t see any models yet of that. We’ve got to change the capitalist idea so that it’s more human-based and less money-based.“

Charles Handy / Roland Berger Think:Act