Value People to People

"Bringing back purpose into business". Ten years ago, it was a provocative statement. Today, it has become an incantation in every boardroom, and the question has shifted from "whether" to "how?" How can purpose be something more than a CEO's story to shareholders, and become a genuine driver of meaningful growth? How can purpose in one move fuel the success of brands - and create real value for the people and the planet around them? This books shares real experiences and inside stories collected in companies such as Unilever or Coca-Cola, and outlines the "people to people" approach that allow them to gradually weave purpose and marketing together. Some of these stories belong to marketing history, like the Coca-Cola crisis of 1999. Others recollect recent journeys of growth in business. All of them offer practical inspiration for business & purpose engineers.