Unifying Your Company Around a Moral Goal.

This article discusses the importance of building a moral community within a company. It emphasizes the need for business leaders to clarify their organization's values and shape its character before crises arise. The article suggests three strategies for creating a moral community: telling a big story that articulates the company's moral principles, treating purpose as an organizing principle for all aspects of the organization, and living the purpose courageously through actions. The article highlights the benefits of having a moral community, such as building trust and loyalty with stakeholders and inspiring employees to deliver their best. [Extracted from the article]