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Deep Purpose : The Heart and Soul of High-Performance Companies Suclass Code_1EM What can the shy homebodyFew business topics have aroused more skepticism in recent years than the notion of corporate purpose, and for good reason. Too many companies deploy purpose as a promotional vehicle to make themselves feel virtuous and to look good to the outside world. Some have only foggy ideas about what purpose is and conflate it with strategy and other concepts like 'mission', 'vision' and 'values'. Even well intentioned leaders don't understand purpose's full