Increasingly, customers, consumers and professional buyers alike, chose an organization or brand that means something to them. That relates to their values.
If your customers, or employees, don't know what you stand for, it will be hard for them to relate to you.
Leading with purpose leads to better business results. Always.
But a purpose needs to be authentic, fit with your organization's culture, roots and strengths, as well as build on key trends in the market. It is not just a slogan. It is your way of life.