Scaling Purpose in a Divisive World

ADAPT book.

Fortune 500 Companies Share the Playbook on Corporate Purpose



The essentials for mastering purpose



16 Corporations give examples and share strategies



Performance innovation and metrics that matter


  • Represents the most up to date, cutting edge thinking on corporate purpose.
  • Both a framework for mastering corporate purpose and a way to achieve a more resilient and adaptable business.
  • Filled with original research and best practice from 16 contributors with insight into building and mastering purpose—from Microsoft, the most valued company in the world, to Nike, arguably the most culturally relevant company in the world.
  • Will help both the novice and the advanced thinker; and put in context insights on culture, controversy, ESG , DEI , Covid-19—and how to catapult purpose in business.
  • If you are interested in corporate purpose, then this is the one book you should read.

“The purpose of business is the business of purpose. Think about it. No statement could be simpler—yet also more complicated and difficult to implement.” – Diane Primo


Includes Insights From:



Diane Primo

Diane Primo is a communications trailblazer, Fortune 500 C-suite executive and the CEO of Purpose Brand Agency, an award-winning, Chicago-based public relations, branding and digital marketing firm working with companies committed to purpose throughout the last decade. Her focus on impact marketing stems from the belief that brands must be relevant, purpose-driven and committed to consumers to be successful today. She is the recipient of the Global Hassenfeld Family Humanitarian Award and was a presenter at the G8 UK Deauville Partnership Summit. She is currently co-chairman of the nationally recognized Primo Center, Chicago’s largest center for homeless families, an organization her family founded. Most recently, she co-founded SOAR, an organization that focuses on empowering, connecting and growing the number of women of color in media. Diane holds an MBA from Harvard Business School and a BA from Smith College.

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Business as usual is not good enough anymore, and we want to lead by example. The plain truth is that capitalism needs to evolve if humanity is going to survive. More than ever, business needs to step up for democracy and a civil society.
- ROSE MARCARIO Former CEO, Patagonia
Our business itself is the proof. The only reason we grow is because people are executing our purpose—connecting to other people.
- HENK CAMPHER Former Head of Marketing and Social Impact, Hootsuite
Diane Primo knows that the most effective businesses find success by helping others thrive. ADAPT offers business leaders a compelling guide for our ever-changing world and arms them with thoughtful strategies for deeper connections with consumers and communities. This book is a must-read for those who want to implement thoughtful, sustainable business strategies to transform their principles into impactful action.
- PENNY PRITZKER Former United States Secretary of Commerce I Chairman of PSP Partners
Packed with insights on corporate purpose— for novices and those on the purpose journey.
- MARY DILLON Former Chief Executive Officer, ULTA Beauty
The one book you should read to learn how Fortune 500 leaders implement purpose.
- JOHN HOLMES President & CEO, AAR Corp.
2023 Purpose Campaign Trends Best Social Media Campaigns of 2022 Social Media Marketing Trends for 2023

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