co:collective’s Post

It’s time to shift the debate, away from the heated rhetoric of whether purpose has a role in business, to how its demonstrable benefits are created in the first place. But this is where things get murky. Shareholder capitalism is the mechanism underpinning the majority of business decisions today, from acquisition valuation to project approval. It’s what’s taught in business school classes, and what’s practiced by the most influential consulting firms. By contrast, the methods of stakeholder capitalism have yet to be clearly defined, with individual practitioners in purpose-led companies gamely trailblazing, but so far with little systemic understanding and no usable toolkit. Encouragingly, some pioneers are working to fill this gap: Jon Iwata's leadership of the Program on Stakeholder Innovation and Management at the Yale School of Management is a notable example. We have been working with Jon and his team to develop some practical tools. And we’ve also kicked off some of our own research, aimed at starting to define the levers that purpose-led companies pull to deliver business value. We call this work the Generative Business Project, because in our client work, we have found organizations that put purpose into practice generate more value for more stakeholders. Read more from our Chief Strategy Officer Neil Parker in WARC.

From piñata to profits – the future of purpose | WARC

From piñata to profits – the future of purpose | WARC

warc.com

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