Thoughts & Views

Avoid jargon and use sensory specific language to relate business goals. Stacey Barr, a performance measurement specialist, explains why sensory specific language can make your business goals stick.

You might not expect the chief operating officer of a major global corporation to look too far beyond either the balance sheet or the bottom line. But Harish Manwani, COO of Unilever, makes a passionate argument that doing so to include value, purpose and sustainability in top-level decision-making is not just savvy, it's the only way to run a 21st century business responsibly.

According to John Coleman co-author of the book, Passion & Purpose: Stories from the Best and Brightest Young Business Leaders, purpose is essential to a strong corporate culture and is often activated and reinforced through narrative.