Transfer of Purpose is Transfer of Trust is Profit
Want to make more money? Make sure your employees feel like they’re working for something greater than just profit.
The author recognizes that this is, of course, common sense: Common sense that has been confirmed (again) by a current study from Deloitte.
Now a company’s purpose is always more than just a raison d'être. It is a prerequisite for profit, and making profit is easier when the customer feels (or at least knows about) this purpose.
To make your soon-to-be customers feel your purpose, infuse your content and the content processes with it.
Content as transmitter of purpose. — Common sense?