Purpose, Profit, and the Future of Business

In CORE: How a Single Organizing Idea Can Change Business for Good, Neil Gaught presents a compelling argument for the integration of purpose into business strategy. At the heart of the book is the concept of the Single Organizing Idea (SOI®)—a methodology designed to help companies define and embed their core purpose into everyday operations. Gaught moves beyond theoretical discussions, offering a structured, practical approach for organisations seeking to align their purpose with profitability and long-term impact.

Gaught challenges businesses to move beyond rhetoric and truly embody their stated values. The SOI® framework enables firms to unify strategy, operations, and culture around a guiding principle, demonstrating that financial success and social responsibility are not mutually exclusive. He argues that organisations which fail to embrace this shift risk becoming obsolete in an era increasingly shaped by environmental, social, and governance (ESG) concerns.

The Structure of CORE
Gaught’s book is structured in three sections, each building towards a roadmap for implementing an SOI.

Part 1 – A Change of Fortune
The opening section introduces a fictional narrative to illustrate the pressures facing modern businesses. It highlights how evolving societal expectations, technological advancements, and shifting economic models are challenging traditional corporate structures. This engaging storytelling device sets the stage for Gaught’s argument that a purpose-driven approach is essential for long-term viability.

Part 2 – The Case for Change
The second section explores the forces reshaping capitalism, including the decline of corporate social responsibility (CSR), the rise of stakeholder-driven values, and the growing influence of digital transparency. Chapter 6, Turning the Dial, is particularly insightful, as it introduces the SOI methodology and outlines ten key benefits of adopting this approach.

Part 3 – Changing for Good
The final section provides a step-by-step guide for implementing an SOI. It breaks down the process into three phases:
Identifying: Tools for stakeholder analysis, social contribution assessment, and market positioning.
Defining: Crafting a clear and compelling SOI that aligns with strategic objectives.
Aligning: Embedding the SOI across communications, products, services, operations, and company culture.

Real-world case studies from Gaught’s extensive consulting experience illustrate the tangible benefits of this framework.

Why CORE Matters

Unlike many books on corporate purpose, CORE does not merely advocate for change—it provides a blueprint for action. Gaught’s SOI methodology offers businesses a structured approach to integrating purpose into their strategy, ensuring that social responsibility and commercial success reinforce rather than undermine one another.

In an era where companies are under increasing scrutiny to prove their broader value, CORE is essential reading. Whether an organisation is defining its purpose for the first time or refining an existing mission, Gaught’s insights provide a practical and persuasive guide for leaders determined to align business with a greater good.