The social era
Collaborating with people through shared purpose creates advantage because it allows everyone to work towards a shared goal. When people know the purpose of an organization, they don’t need to check in or get permission to take the next step, they can just do it. When people know the purpose, they are not waiting to be told what to do. With shared purpose, alignment happens without coordination costs. Shared purpose makes customers and team-members more than transactions and payroll recipients. It allows us to “tear down that wall” between who is “in” or “outside” the firm creating a more permeable …