# 4: COMMUNICATION (3 weeks)
Only clear and emphatic internal and external communication of the overriding sense and purpose will achieve the desired positive results. The purpose must be communicated emphatically and clearly !!
The question of purpose is an integral part of what drives people at work. (Marco Nink, Regional Lead Research & Analytics EMEA at Gallup).
In the past, profit was primarily a corporate purpose, today customers, employees and investors expect more than just material or financial performance, which means nothing other than: Does a company fulfill an overarching purpose:
Then customers prefer to buy
The employees are more motivated, connected and innovative
Talents like to apply
Investors prefer the stocks
Important: The communication messages must be authentic and objectively understandable, otherwise it will be a fiasco! (Karl Hoch, The Future Circle, 2021)