Book Review: "Deep Purpose" by Ranjay Gulati

"Deep Purpose" by Ranjay Gulati explores the concept of corporate purpose and how it can be genuinely harnessed for the success of businesses. The book presents a critical examination of the notion of corporate purpose, acknowledging the skepticism it has garnered due to its misuse as a promotional tool in some companies.

Gulati’s approach is grounded in extensive field research and interviews with leaders of purpose-driven organizations like Etsy, Lego, and Microsoft. He goes beyond superficial understandings of purpose, emphasizing the need for a deeper and more comprehensive integration of purpose into a company’s identity. This goes beyond mere branding and engages with the core of why an organization exists. The concept of "deep purpose" advocated by Gulati suggests a transformation in how leaders approach and execute their company’s reason for being. By embedding purpose more profoundly into the organization, it can lead to enhanced performance and meaningful benefits for a wide range of stakeholders, including customers, suppliers, employees, shareholders, and communities.

The idea of purpose as a "radically new operating system" for businesses is intriguing. It suggests that a more profound connection to purpose can not only drive business success but also have a positive impact on society. This aligns with the growing recognition that businesses play a critical role in addressing societal challenges. Overall, "Deep Purpose" seems to offer a thoughtful and practical perspective on how companies can authentically embrace and implement a deeper sense of purpose, making it a valuable read for leaders and individuals interested in the evolving landscape of business with a sense of purpose.