Business as usual is over. Belief is the new currency and to succeed you must follow new rules: purpose as the route to profit; mind share to gain market share.
The best in business are defined by mission: a singular cause, a defining ambition. They stand out as campaigners, activists fighting to lead industries and redefine them. And they win through with momentum, explosive growth that outruns the competition.
From tech pioneers Google and Airbnb, to retail giant Whole Foods and British success stories such as Ella’s Kitchen, Mission shows how business is changing people’s lives through the power of purpose, culture and campaigning. How caring, sharing and daring companies have opened a new chapter for the world of business.
Uncover the secrets of what it takes to succeed: how to discover and define your commercial purpose, hone it into a campaign and turn customers into advocates. Harness the power of momentum. Find your mission.
FEATURING INTERVIEWS WITH
Michael Birch, founder of Bebo
Lord Bilimoria CBE, DL, co-founder and chairman of Cobra Beer
Edwina Dunn and Clive Humby, co-founders, dunnhumby
John Cridland CBE, director general, CBI
Stephen Fitzpatrick, founder of Ovo Energy
Joe Gebbia, co-founder, Airbnb
Baroness Harding, chief executive of TalkTalk
David Jones, founder of You & Mr Jones and author, Who Cares Wins
Will King, founder of King of Shaves
Daniel Korski, special adviser to David Cameron
Baroness Lane Fox, founder of lastminute.com
Sir Terry Leahy, former CEO of Tesco
Paul Lindley, founder of Ella’s Kitchen
John Mackey, founder of Whole Foods
Martin McCourt, director at Montagu Private Equity and former CEO of Dyson
Andy McLoughlin, co-founder of Huddle
Frank Meehan, co-founder of SparkLabs Global Ventures
Jim O’Neill, chair of the City Growth Commission and former chief economist at Goldman Sachs
Kathryn Parsons, co-founder of Decoded
Jon Reynolds, co-founder of SwiftKey
David Richards, co-founder and CEO of WANdisco
Kate Robertson, co-founder of One Young World and global president of Havas Worldwide
Lord Rose, chairman of Ocado and former chief executive of Marks & Spencer
Simon Segars, chief executive of ARM Holdings
Rohan Silva, founder of Second Home and former No. 10 special adviser
Sarah Wood, co-founder of Unruly
Lord Young of Graffham, former enterprise advisor to the Prime Minister