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b'Back in August 2019, the Business Roundtable\\u2014an association of chief executive officers of America\\u2019s leading companies\\u2014said that the Purpose of American business was no longer to maximise shareholder value but to instead promote an economy that \\u2018serves all Americans.\\u2019 \\u201cCEOs work to generate profits and return value to shareholders, but the best-run companies do more,\\u201d stated one Roundtable member, Tricia Griffith, President and CEO of Progressive Corporation. \\u201cThey put the customer first and invest in their employees and communities. In the end, it\\u2019s the most promising way to build long-term value.\\u201d A lot\\u2019s happened since then, as we all know, but multiple events over the first few months of Lockdown seems to bear out the idea that Purpose really has become front of mind for many corporations right now. So we decided to find out more\\u2014and in this special new Season on the podcast, that\\u2019s what we\\u2019ll be doing: answering (if we can) the key question, Is Purpose Working? We\\u2019re joined on our journey by the super-smart ladies of RedThread Research, who have kicked off an in-depth, on-going probe into Purpose in parallel to our show. And even better, we\\u2019re being supported by a great ed tech firm equally interested in finding out an answer, too\\u2014NovoEd. Global enterprises rely on its collaborative online learning platform to build high-value capabilities that result in real impact, with its customers working to deliver powerful, engaging learning that activates deep skill development, from leadership to design thinking and digital transformation, as well as driving measurable business outcomes. It\\u2019s also well worth knowing that the Season culminates in a live online gated experience where I will be debate all the Learnings from the Season with RedThread, and you will be able to debate with us the implications and ask your questions and get your comments heard. Secure your free place at that today, over at www.novoed.com/purpose... then listen in to this scene setter, where I and Lead \\u2018Threadhead\\u2019 Stacia Sherman Garr set some goals and identify core Purpose topics, such as: why \\u2018Why we do what we do\\u2019 seems to be the best definition of Purpose we\\u2019ve found
why \\u2018cause\\u2019 isn\\u2019t the same as Purpose; why HR needs to get more involved when it comes to Purpose; some hints on some of the amazing writers, thinkers, venture capitalists and stakeholders coming on the Season; why are people coming together to work? the need to look at all the axes Purpose affects\\u2014leadership, people and systems; a new concept: the stake-giver; a quick progress report on RedThread\\u2019s ongoing Purpose research exercise; what Purpose in a Pandemic looks like; and much more.'