Ismail: Unilever's five most profitable brands were those adopting transformative purposes
Salim Ismail · The Rise of the Exponential Organization with Peter Diamandis and Salim Ismail · May 25, 2023 · at 20:40
Salim Ismail, co-author of Exponential Organizations, discusses corporate adoption of Massive Transformative Purposes (MTPs) during a conversation on high-growth organizations with Peter Diamandis and host Steph Smith.
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“When we wrote the first book about around 20 15, Paul Pullman, who was CEO of Unilever, asked me to come and talk to his top 200 executives. And after that session, he ordered every brand in Unilever to take on an MTP. And every brand had to be purpose-driven from then on. Four years later, the five most profitable brands were the ones that were adopting it the most.”
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