Growth Is Life
"Alignment is a workshop, not a wallpaper."
What does a purpose mean when it belongs to two dozen very different businesses?
Group-level purpose usually sits on a website nobody reads. Each operating company writes its own story, in its own tone, to its own audience — and the group vanishes in the aggregate.
A shared purpose is a hypothesis until it is stress-tested in a room by the people who have to live it. Alignment is a workshop, not a wallpaper.
Reinterpret 'Growth Is Life' as a working brief across the group — profit, people, planet — and put every brand's leadership in one room for a day to prove it.
A day-long workshop with brands across the group. Purpose translated into operating language for each business. Followed by ideas, campaigns and internal rituals owned by the operating teams themselves.
Purpose stopped being a corporate line and started producing artefacts — campaigns, initiatives, KPIs — inside operating companies.