MENTORS MAGAZINE | EDITION 1 | 25
perately need and yearn for is a New Story
of Purpose First. The old triple bottom line of
profit, people, planet—in that order—has
taken many of us far, but no longer. We need
a new triple bottom line of planet, people,
profit. Why? With no planet and no people,
there can be no profit. Companies must be-
come prophets of the new, so they can con-
tinue to earn new profits. In order for com-
panies to accumulate wealth, they must not
only share the wealth but also ultimately
recognize the role of all parties in the co-
creation of that wealth—commonwealth.Transformation nation: Sadly, so many peo-
ple have neither meaningful work nor life,
which is made dramatically evident by the
rapid rise in our suicide rates, opioid addic-
tions, debilitating stress levels, and lack of
civic engagement across almost all de-
mographics—the United States of Aliena-
tion.Collaboration into sharing: People do not
truly collaborate unless they know their best
interests have been fully embraced. That is
called shared purpose. Innovation does not
happen in a vacuum—it is part of an inter-
connected chain of simultaneous events,
factors, and influences such as shared pur-
pose, vision, and leadership, as well as inspi-
ration, imagination, and invention; all of that
leads to shared value creation.What combines shared purpose and co-creation of a future desired state is commu-
nity, and from both the corporate and stake-
holder points of view the ultimate fruit of
these unions is called commonwealth,
wealth for all, not just for the one percent.
Within the corporation, that commonwealth
is called culture—all that you do and don’t
do relative to others in the minds, hearts,
and wallets of your brand community of
stakeholders and the places you do business.The purpose-profit connection: In the New
Story, which is the future of work, there is a
direct connection between purpose and
profit. All healthy businesses are founded
with a core purpose and values, as well as a
vision, mission, and value proposition. Pur-
pose has to come before profit, not only at
the inception of a business, but all through
the business lifecycle. Increasingly, the more
stakeholders have an ever-renewing brand, a
new sense of positive purpose and value,
the more profitable and sustainable a busi-
ness will be. Customer experience and con-
tent are made from these threads.Transformation is not a standalone concept.
It is like a valued brand: an active, shared,