Grant MacDonald

A Business Case for Purpose

Corporate purpose has long been a fashionable phrase in boardrooms, but too often it is little more than a veneer. In All In, David Grayson and Chris Coulter argue that true commitment to sustainability and responsible business practice is not just desirable but essential. More than a moral imperative, it is, they contend, a source of competitive advantage. Their thesis is clear: firms that embed social, environmental, and economic responsibility at their core will be the ones that thrive.

The book distinguishes itself from the well-trodden corporate social responsibility (CSR) discourse by rejecting incrementalism. Instead, the authors advocate for a fundamental shift in how businesses operate. They present a wealth of case studies illustrating how companies that fully integrate sustainability—not as a siloed function but as a guiding principle—outperform their competitors. The argument is well-reasoned, if at times overly optimistic about the pace at which corporate culture can change.

A particular strength of All In is its focus on leadership. Grayson and Coulter make the case that sustainability cannot be delegated to a department or a report; it must be championed at the highest levels.

Another of the book’s key insights is the shifting expectations placed upon businesses by consumers, investors, and regulators. As sustainability credentials become a determining factor in market positioning and access to capital, firms that fail to take a long-term view risk being left behind. The authors argue convincingly that this is no longer a matter of corporate goodwill but of business survival.

If there is a shortcoming, it lies in the lack of discussion on the systemic barriers to change—short-term shareholder pressures, entrenched executive incentives, and regulatory inconsistencies all pose formidable obstacles. While All In provides a compelling vision, some readers may wish for more detail on overcoming these challenges.

Nonetheless, for executives seeking both a moral and commercial rationale for going “all in” on sustainability, this book offers a persuasive case. Its central message—that firms must embed purpose deeply or risk obsolescence—will resonate with those who see business as a force for good, rather than merely a generator of quarterly returns.

Rethinking the Corporation’s Role in Society

Colin Mayer’s Firm Commitment: Why the Corporation Is Failing Us and How to Restore Trust in It is a sharp critique of the modern corporation and its deviation from its original purpose. Mayer argues that businesses have prioritised short-term profits and shareholder returns at the expense of broader societal needs. He calls for a reimagined form of capitalism—one that serves not just investors but also employees, customers, communities, and the environment.

Mayer’s analysis is both timely and persuasive, delving into the pressures that have led businesses to forsake long-term value creation. He warns that corporate governance, fixated on quarterly earnings and stock performance, has contributed to declining trust in institutions. His prescription is radical yet pragmatic: companies must embed responsibility at their core, ensuring they generate sustainable benefits for all stakeholders.

One of Mayer’s most compelling insights is his assertion that corporations must evolve to address pressing global challenges, from climate change to economic inequality. He argues that the structures of modern business must change to foster accountability, resilience, and long-term thinking—shifting the focus from ownership to stewardship.

Mayer’s call for a fundamental shift in corporate governance resonates with an increasing consensus among business thinkers: the shareholder-centric model is outdated. Instead, firms that integrate purpose into their strategy will be best positioned to navigate the complexities of today’s world. In Firm Commitment, Mayer provides a compelling roadmap for a new corporate paradigm—one that restores trust, balances profitability with responsibility, and redefines success for the 21st century.

A Blueprint for Business Survival in a Changing World

Gary Hamel’s What Matters Now is a rousing call to arms for business leaders seeking to navigate the turbulence of an ever-evolving landscape. In this incisive work, Hamel identifies five critical pillars for future success: values, innovation, adaptation, human capability, and strategic intent. The book argues that in an era of relentless disruption, firms must not merely react to change but redefine the very foundations of their business models to remain relevant.

One of Hamel’s most striking assertions is the primacy of values. In an age when stakeholders demand more than just financial returns, he makes a persuasive case for companies to embed their core principles at the heart of their operations. The best businesses, he contends, are those that align their values with their actions, cultivating a sense of purpose that resonates deeply with employees and customers alike.

Hamel also underscores the importance of innovation and adaptation. Rather than simply reacting to shifting market conditions, he argues that firms must develop the capacity for continuous reinvention. Businesses that cling too tightly to outdated models risk irrelevance, while those that embrace experimentation and agility will be best positioned for long-term success.

Equally vital is the role of human capability. Hamel highlights the necessity of unlocking employee creativity and fostering a culture of continuous learning. He contends that an empowered workforce is not merely an asset but a fundamental driver of sustainable competitive advantage.

At its core, What Matters Now offers a framework for businesses to future-proof themselves by focusing on values, human capital, and agility. In a world where change is the only constant, Hamel’s book serves as a timely reminder that the most resilient companies will be those that remain steadfast in their commitment to purpose. For business leaders intent on making a lasting impact while ensuring their firm’s continued relevance, What Matters Now is essential reading—thought-provoking, insightful, and ultimately, a catalyst for action.

A Vision for Business Beyond Profit

In Beyond Business: An Inspirational Memoir from a Visionary Leader, John Browne, the former CEO of BP, offers a reflective account of his extraordinary career, intertwining personal insights with a broader meditation on leadership, business, and the evolving notion of corporate responsibility. This memoir is not simply an exercise in self-congratulation but rather a profound exploration of the challenges and triumphs Browne encountered while steering one of the world’s largest corporations through times of profound social and environmental change.

Browne’s reflections transcend the confines of boardrooms, as he charts the intersection of personal integrity and leadership. His efforts to redefine BP’s role within both the corporate world and society at large stand as a testament to the idea that business can no longer operate in isolation from broader societal concerns.

A central theme of Browne’s narrative is the shifting landscape of corporate responsibility. He lays bare the tension between shareholder interests and the growing demand for businesses to contribute positively to society, a challenge he faced while overseeing BP during a period marked by both environmental crisis and corporate scandal. His commitment to sustainability, often at odds with the prevailing corporate culture, serves as a powerful reminder that true leadership requires the courage to make bold decisions that prioritise long-term impact over short-term gain.

What emerges most clearly from Browne’s account is the central role of personal integrity in leadership. Time and again, he emphasises the necessity for leaders to be authentic, to adhere to their values in the face of adversity, and to maintain a moral compass when navigating the complexities of global business. This message resonates strongly with our own approach at NG&A, where we believe that leadership grounded in purpose is not only key to achieving business success but also to inspiring teams and stakeholders to unite in pursuit of a collective goal.

Ultimately, Beyond Business serves as both a memoir and a clarion call to business leaders to reconsider their responsibilities. Browne’s insights into his personal journey, his vulnerabilities, and the lessons he learned provide a compelling argument for aligning corporate strategy with a broader, more sustainable purpose. For those in the purpose-driven business sphere, it is a timely reminder that leadership, when anchored in a sense of moral duty, has the power to shape a better future.