Corporate purpose needs to be clear, but it also needs to be something that resonates beyond the here and now, says Kevin Cox, chief HR officer for American Express. "There needs to be more emphasis on feelings and values, rather than logic and rationale," he says.
Sign up for HR People + Strategy SmartBrief
News for and about HR executives
Get the intelligence you need: news and information that is changing your industry today, hand-curated by our professional editors from thousands of sources and delivered straight to your inbox.