Companies that invest in building an authentic

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purpose are able to attract customers, retain talent and generate long-term value . They are not attracted by a fad but by a belief in the brand that makes them loyal and advocates of it.

Whether it’s through the inspiring vision of Simon Sinek, the russia mobile database strategy of Michael Porter or the innovation of Clayton Christensen, the consensus is clear: brands with a strong purpose create a lasting impact on business and society.

Building this purpose requires reflection, commitment and continuous action , but the results make the journey worthwhile. Companies that know “why” they exist will always find the “how” to thrive.