The term “purpose” has been deployed superficially by companies to appear virtuous without the benefit of using it as a core operational principle. Companies that treat purpose as an existential intention that informs every decision, practice, and process are thriving in today’s times where business is expected to be a force for good in the world. This new breed of stakeholder capitalism adopts purpose as their operating system, perceiving it as a vital animating force with near-spiritual power. As a result, these companies can navigate the tumultuous terrain of multi-stakeholder capitalism far more adeptly than most, increasing value for all stakeholders, including investors, over the long-term.