Increasingly, companies are on a quest to find their selves and realign their organization with the newly found core. Best-selling books have discussed the topic of value-driven or visionary organizations. So what makes Purpose: The Starting Point of Great Companies different? Doesn’t it just add to the plethora of management books on a similar topic?

The book by Nikos Mourkogiannis, however, does offer a fresh point of view. First, according to the author, Purpose differs from vision in that it creates a direction for the company, but not necessarily a snapshot of the destination. Furthermore, it differs from a set of corporate values because they are often not moral and they are often not concerned with the destination of the organization. As such, the difference between Purpose and a mission begins to dawn on the reader. [...]