In turbulent times, companies need a reliable anchor to guide decision-making. When organizations become moral communities, underpinned by purpose, they provide that stability for stakeholders as well as a reassuring sense of hope, solidarity, agency, and meaning. Three strategies can help. First, tell a big story about what your organization believes in and what it is trying to accomplish. Second, treat purpose as an organizing principle that guides company structure, strategy, and culture. Third, model courageous, purpose-driven leadership yourself.
