A strong sense of organisational purpose will help
businesses bounce back from the coronavirus crisis.
Businesses around the world are emerging from the deepest
recession since the Second World War, so their leaders need to be
prepared for recovery. Savvy executives will have a comprehensive
understanding of their organisational purpose and its role in
helping the business back to recovery. A clear purpose helped
many businesses to make it through the impact of COVID-19 last
year. It gave them a North Star and a framework for making
decisions; decisions they weren t expecting to face, says
Dr Scarlett E. Brown, policy consultant with the UK s Chartered