Business leaders are under pressure come up with a corporate purpose and defining your purpose is equivalent of being able to define your organisations North Star. I think to qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. Finding the right answer involves identifying the most authentic and motivating basis for alignment among key stakeholder groups on which the success of the business depends. For example, climate change, workplace safety, diversity, employee well-being (whistleblower platforms), etc. Contact me via e-mail to discuss the possibilities for your organisation to incorporate the 2030 Sustainable Development Goals into your strategy.