📓 Culture of Purpose - They “sell” values first, rather than competing primarily on price, they create tonnes of value. They attract the smartest, most passionate people with those values. - Aspirational but actionable, purpose introduces a shared vision with impact beyond the organisation itself. And that action becomes the handprint of the organisation: the thing you do well and what you want to maximise to have impact. - There are many companies in pursuit of a true purpose, among them Patagonia, Toms and Honest Tea. Patagonia’s purpose, for instance, is to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis. But cultures of purpose can be found anywhere: from the Spartans to the 1995 Springboks rugby team – history is shaped on all sides by cultures of purpose.