The Business Case for Values: How Purpose Fuels Profitability [Video]

In an era defined by rapid disruption and growing demands for authenticity, businesses are grappling with the challenge of aligning purpose and profit. While financial success is often the immediate focus, many leaders recognize the need for long-term strategies rooted in core values to sustain growth and relevance.

Bradley Hook, founder of The Values Institute and author of Start With Values (Penguin Random House), believes the two are not mutually exclusive. In fact, purpose can be the catalyst for sustainable profitability.

“The businesses that thrive are the ones that align profit with their core values,” Hook explains. “Purpose drives trust, engagement, and innovation. It’s not about sacrificing financial success; it’s about ensuring profit is meaningful and enduring.”

Hook’s new book and AI-Driven Values Assessment offer tools to help leaders navigate this complex terrain. Both resources provide a practical framework for identifying and prioritizing values, fostering alignment at both individual and organizational levels.

The Journey to Start With Values

Hook’s journey …