We believe that a sea change in expectations by customers and employees is placing new demands on our enterprises that will change their core reason for existence. 

We believe that the world really will be a better place when many of our businesses are gripped by a transcendent Purpose or meaning and live it authentically daily.

In response, businesses that desire customer and employee loyalty and engagement will become meaning maximizers and not profit maximisers.

We believe that growing numbers of customers and employees want businesses that are authentic in living out that Purpose, and they can and will demand more and more that enterprises really are what they say they are and do what they say they do.

We believe that a few people, motivated and determined, joined by their friends and by their friends and by their friends can change the character of thousands of businesses – enough to reach a “tipping point.”

We believe that it is better to let hope triumph over experience, rather than the other way around.

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