"It's time to reboot capitalism. And purpose is the source code." Purpose is the buzzword of the moment, with socially conscious consumers, activist employees, and impact investors fueling the cultural revolution around business as a force for good. But what is Purpose? How do companies Discover, Define, Design and Deploy it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? How do you measure the ROI of Purpose? And how can leaders harness its power to create compelling business models and product innovations that drive both financial success and social impact? In this inspiring and insightful book, Afdhel Aziz and Bobby Jones, from leading purpose consultancy Conspiracy of Love, deliver a masterclass on the subject. Their inspiring stories of the women and men on the purpose revolution's front lines show the immense desire among so many business leaders to do meaningful work with compassion and empathy. After researching companies of every size - from tech giants like Microsoft, Google, and Salesforce, to new disruptors like Tesla, Airbnb, and Chobani to purpose stalwarts like Patagonia, TOMS, and Zappos- they show you how to unleash what they call The Purpose Flywheel, leading to ecstatic customers, motivated employees and loyal shareholders. Through wise principles such as "Purpose Is about Being the Helper, Not the Hero", "Purpose Is About Picking Your Sword and Shields" and "Purpose Is about Putting Your Money Where Your Mission Is," they provide an essential blueprint for every business leader determined to transform their organizations into forces for growth and good. Purpose is the new digital. A competitive edge like no other, driven by a tectonic shift in values. Are you ready to embrace it?