Jim Collins called it the 'Genius of the AND'. Why should a company choose between profit and purpose? Why can't they have it all? Well, in short, they can. Studies have consistently proven that companies with a strong, well communicated purpose, aligned to the fabric of the organisation create higher, more sustainable profits than those without a core purpose. Our experience backs this up. All companies we have worked with to create a strong identity have had a much smoother journey to achieving their strategy... and resulted in EBITDA growth.