At the heart of Blueprint is the assertion that business should be guided and inspired by a purpose that benefits society and respects people.
It is easy to have a debate about what you do but the bigger debate is to ask why you are doing it? What is the purpose of your efforts?
A business needs to make a profit otherwise it cannot survive – but making a profit is not the purpose of business. There needs to be a connection between the purpose of the business, the benefit to society and to all the other stakeholders: employees want a job, customers want the right goods or services at the right price, suppliers want to be treated properly, investors want a return… purpose is the glue that brings it all together and creates long term sustainable performance.