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What happens when the gap between what organisations say they stand for and what they actually deliver becomes too wide to ignore? In this episode, Gillian James traces the evolution of corporate purpose from the grounded responsibilities of the Johnson & Johnson Credo to the stratospheric ambitions of today, and asks a harder question: at what point does corporate ambition become corporate ego?

Along the way, she makes the case for the people we never celebrate enough, the frontline workers quietly delivering whatever the purpose statement promises, and argues that consistently doing the ordinary extraordinarily well is the most underrated leadership act of all.

Because for the customer on the receiving end of a broken service, and the employee on the frontline of delivering it, your rebrand is not a North Star. It is a chandelier.

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