As we look ahead to what lies after COVID, we have the opportunity to ‘Build Back Better’ - to help society evolve to deal with social and environmental issues and make things better than it was before. Purpose is the key to understanding how businesses and non-profits can help re-orient themselves to best serve the world.

But what is Purpose? How can organisations use it effectively? Afdhel Aziz and Bobby Jones (Founders and Authors of Good is the New Cool) will join us live from Los Angeles and New York (respectively) to share the business case for Purpose, definitions and strategic frameworks, and some of the key principles with case studies and examples to inspire the community, based on their forthcoming sequel to ‘Good is the New Cool’, called ’The Principles of Purpose’ (available to pre-order here). They will also be there to answer your questions.