Many CEOs see the advantages of getting their employees involved incommunity impact efforts.  Reimagining how you as a company might create social change in the world is not easy.  Below are four different approaches to help you evaluate the kind of impact you are currently making and the kind of impact you might consider for the future.*  As you move from left to right, you move from approaches that are easier to implement to approaches that are very difficult to implement. 

My recent conversation with Mark Bertolini, chairman and CEO of Aetna, focused heavily on the organization's drive to innovate and transform health care. What struck me most was how deeply threaded Aetna's purpose is in everything they do. We captured the interview on video, and I want to share here a few highlights where Mark spoke directly to the importance of purpose for Aetna

A clear corporate purpose is ennobling. It inspires stakeholders to recognize you are doing something unique. It will allow you to attract the best talent and people that believe in what you are doing. A strong purpose gives you a financial advantage over other companies.

So how do you create a clear purpose at your company?

I delved into this in my interview with Dick Gochnauer, the former CEO of United Stationers, Inc. (now called Essendant) and current Board member for the Center for Higher Ambition Leadership. I’ve watched Dick produce some amazing results throughout his career and was excited to hear about his experiences around purpose.