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.

Reserve your seat →