• Location: Online
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• Register here!

In executive circles, the word “purpose” often triggers skepticism. Too frequently, it remains a narrative statement with limited operational impact, or worse, a source of confusion and misalignment.

Yet when properly activated, purpose can become a powerful driver of performance.
Join us on July 2nd at 12:00 PM (CET), for an online masterclass addressing a critical question: how can organizations move from purpose as intent to purpose as a lever for measurable performance?

This session will be led by Rodolphe Durand, Professor at HEC Paris, whose research explores how purpose-driven strategies can unlock collective action and create sustainable competitive advantage. Drawing on the work of the HEC Paris Purpose Center, this masterclass confronts the paradox of purpose head-on. It identifies the common pitfalls that undermine purpose initiatives and provides a structured framework to align purpose with leadership, governance, and execution.