Masterclass: Purpose & Performance program

Purpose-based Strategy : avoiding the traps and unlocking real performance

In executive circles, the word “purpose” often triggers skepticism. Too frequently, it remains a narrative statement with limited operational impact, or worse, a source of confusion and misalignment.
Yet when properly activated, purpose can become a powerful driver of performance.
Join us on July 2nd at 12:00 PM (CET), for an online masterclass addressing a critical question: how can organizations move from purpose as intent to purpose as a lever for measurable performance?
This session will be led by Rodolphe Durand, Professor at HEC Paris, whose research explores how purpose-driven strategies can unlock collective action and create sustainable competitive advantage. 
Drawing on the work of the HEC Paris Purpose Center, this masterclass confronts the paradox of purpose head-on. It identifies the common pitfalls that undermine purpose initiatives and provides a structured framework to align purpose with leadership, governance, and execution. 
Participants will gain a clearer understanding of how purpose, when embedded into organizational models and leadership practices, can enhance performance, strengthen alignment, and support long-term impact.
This masterclass is part of the Purpose & Performance program, which equips senior leaders with concrete levers to translate purpose into strategic and operational results.
You will leave with actionable insights and a practical framework to avoid common traps and unlock the full potential of purpose in your organization.
 

Thank you for your interest in this masterclass. Registrations will be reviewed by our teams to ensure the session remains highly relevant and valuable for all participants.