“Occasionally a book comes along that is of its time – I believe that this book is one of those. Over the last decade conversations about ‘purpose’ have risen up the strategic agenda in many organisations. Since the financial crisis in 2008, more and more people have looked to companies for more than just financial performance. Why do we exist, and what is our role is society, have become critical questions. This book goes to the heart of this challenge, and provides a map for leaders to follow if they are to become what is needed as we move forward in 21st Century. It is a pleasure to recommend it.”