Embedding purpose in a company's culture provides a guiding light that aligns employees, stakeholders, and strategies towards a common goal. More than simply a vision of where a company wants to end up, purpose is deeply ingrained in a company's culture, fostering a sense of meaning and fulfilment that attracts like-minded employees, customers, and partners who are passionate about the company's values and contribute to its growth. But how does a company with no defined purpose embed one in the company culture in an organic and authentic way?

Christian Ihre is the co-founder of Lynxeye, a strategy consultancy that helps companies navigate transformative shifts to find their purpose and make a real difference in the lives of their customers and employees. As companies think more about customer preferences, regulatory change, skills shortages and technology disruption, the future will belong to companies who take bold steps to make a difference.