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.


Michael Birch, founder of Bebo

Lord Bilimoria CBE, DL, co-founder and chairman of Cobra Beer

Edwina Dunn and Clive Humby, co-founders, 

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


Press Acclaim


Each chapter is powerful and interesting. A clear and thoughtful read, simply the most invigorating business book I have ever read.


The book offers a new perspective with which entrepreneurs can view their own missions.


A mission that inspires belief is a fundamental ingredient for today’s businesses.

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