Purpose received one of its most brutal critiques last week when Terry Smith, manager of the £29bn Fundsmith Equity fund, lashed out at Unilever’s “ludicrous” focus on sustainability, in response to their poor -0.2% annual return to his shareholders.

He wrote that:

“Unilever seems to be labourin...

Writing a purpose. Have you tried it yet? 

Defining a purpose really means identifying WHY a business exists. It’s one of the four questions you have to answer for a client when defining their brand strategy.

But do a quick Google of the topic, and you’ll see lots of scathing comments about purpo...