Ashley Grice - CEO and Managing Director of BrightHouse Consulting, a Boston Consulting Group company.

Over the past few years, there’s been an explosion of interest in purpose-driven leadership. Academics argue persuasively that a CEO’s most important role is to be a steward of the organization’s purpose. Business experts make the case that purpose is a key to exceptional performance, while psychologists describe it as the pathway to greater well-being.

In Japan this concept is called

Ikigai  - "long life purpose"

We would argue that CEOs need to be leaders of the movement in their own lives to inspire others to find their purpose at work. As a CEO your Ikigai can help the people in your company and the company find their Ikigai. 

A recent study in the UK publication Management Today found that  93 per cent of CEOs don't know their ‘why’. 

What is your purpose?

Ashley Grice serves as CEO and Managing Director of BrightHouse Consulting, a Boston Consulting Group company. BrightHouse is a global creative consultancy helping organizations uncover their timeless purpose so they can grow their people, profits, and social impact.