It's trendy right now for leadership teams to craft lofty statements of purpose. But Darci Darnell, a Bain partner and coauthor of the new book Winning on Purpose: The Unbeatable Strategy of Loving Customers, says the organizations that succeed in inspiring their teams with the company's sense of purpose don't just craft these mission statements, they help employees understand their role in these missions.
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Customer Confidential: Untold Stories of Earned Growth