Palgrave Macmillan (http://www.palgrave.com/)
Purpose is your moral DNA
Managers who want a company built to last should build it on ideas that have lasted, insists the author. "Among these are offering great products, giving good service and focussing on the customer." The key to purpose is its broad applicability, impacting both the product and the people. "And purpose must be sincere. The wicked but clever need not apply."