Purposeful enterprise in turbulent times with David Boynton
Paul’s recent interview with David Boynton, former global CEO of The Body Shop, for a MarketingKind xChange explores David’s perspective on The Body Shop's journey and the leadership challenges of growing a purposeful business in a crisis-prone environment.
David shares the process of creating the 'fight for a fairer, more beautiful world' purpose statement and how it was implicitly used as the glue in tough times and the decision-making tool in growing the business.
This is both exit interview and fascinating exploration of how purposeful enterprise can prevail in our turbulent times. It also happened to take place on the day The Body Shop changed hands from Brazilian B corp Natura to global private equity group Aurelius.