It is not what you sell but what you believe.
If there is one principle that explains why some organizations like Mukwano or Madhivani, consistently and dramatically outperform their rivals, it is that every person in the organization, regardless of job title or function, understands what makes the organization tick and why what the organization does matters. These and other organizations are built around strong business models, stellar products and services, and clever advertising. But Spence is adamant that behind every great company is an authentic sense of purpose; “a definitive statement about the difference you are trying to make in the world” and a workplace with the “energy and vitality” to bring that purpose to life.
