Book Excerpt: Purpose as a Tool for Transformation

The following is an excerpt from the book Lead by Greatness.

Knowing the higher purpose of your business and the deeper differences you can make to the lives of your customers can transform even excellent companies into extraordinary ones.

Transformation can only deliver meaningful value if it endures. Over the years the Lapin International method and process has helped new and tenured leaders not only to discover and articulate their company's corporate soul, but also to embed it into the company's DNA. Once embedded, a company's soul manifests authentically in everything it does from its management culture and media communications to its processes and structures. Embedding a company's corporate soul into everything it does makes the soul of the company less dependent on the leader's charisma and ensures the endurance of that soul even after the CEO departs.

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