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What is noble purpose?

A noble purpose is a declarative statement about the impact your organization has on customers. But more than a mere message, Noble Purpose is the lynchpin for a customer-focused strategy that drives competitive differentiation and emotional engagement. Your Noble Purpose tells the market what you stand for, and why your organization exists.

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  • Wells Fargo and Volkswagen: The Cost of Quarterly Capitalism

    Here we go again. Wells Fargo was recently fined $185 million because thousands of their employees set up millions of fake accounts customers didn’t ask for. Here’s what happened: The employees were incented to open additional accounts for existing customers. The sales goals were aggressive. Employees were evaluated, ranked.

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