Is your core narrative a sales driver or just a desk drawer document?

Only about 20-30% of all companies have formulated an actual core narrative that employees and customers can retell and feel in their daily lives.

Many companies have a "mission statement," but it is often so generic that it fails to differentiate them.

Most companies have a strategy, but very few manage to bring it to life. Every company has an employer brand, but most allocate neither the time nor the budget to activate, redefine, or change it.

The most interesting part, however, is that studies indicate that only about one in four employees feels connected to their company’s declared purpose.

Is it because they don’t know the purpose? Because they can’t see themselves in it? Or is it because, at the end of the day, they simply don't care whether the company has a purpose or not?

Has your company formulated a purpose?

And does it truly live—both internally and externally?