Massive Transformative Purpose

“In an ExO world, purpose trumps strategy and execution overrides planning.”  —Exponential Organizations, First Edition

In 2015, Paul Polman, CEO of the UK-based consumer products giant Unilever, read Exponential Organizations. He was so intrigued by its ideas and predictions that he had Salim speak to the top 200 Unilever executives. The company subsequently ordered every one of its brands to take on a purpose-driven, MTP-driven future. As of 2020, the five most profitable Unilever brands were the ones most driven by an explicit Massive Transformative Purpose.

A Company’s Most Important Asset

Eight years spent gathering hard data have convinced us more than ever that the Massive Transformative Purpose (MTP) is the single most important attribute of a true Exponential Organization. 

Most people spend the majority of their waking hours working. Sadly, much of that work is not connected to something meaningful—and thus, it is often unfulfilling in the long run. MTPs are transformative because they connect work to a broader sense of meaning and purpose. 

We live in an increasingly secular age in which emerging generations want more meaning in their work lives. Today, this desire remains largely unfulfilled. We believe being part of an organization or enterprise driven by an MTP can help fill that void by providing all-important context and meaning. We further believe this trend will only accelerate.

Living up to your MTP is hard work and will inevitably entail countless risks, setbacks, and restarts. But when you are trying to make a dent in the universe or solve the world’s biggest problems, it will be worth it.