Moving From a Culture of Extraction to Contribution.

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As we state in THEBIGSHIFT microsite, “probably the biggest shift of all that we’ve observed is the rising consciousness that we are not simply moving from an analog world to a digital one, but instead are seeing the diminishing returns of a culture and economy rooted in extraction, as compared to the thrust and velocity generated by innovators who choose to approach it all with a sense of contribution. As this excerpt from an article last week in the NY Times highlights, smart business leaders such as Apple, Chipotle and yes, even PepsiCo, are rethinking traditional assumptions around financial performance and instead are focusing on mission to spur financial growth and generate competitive advantage.

“Every aspect of business as we know it is being disrupted because of technology, geopolitics, the democratization of media, and so on. Some people see this as an opportunity. Others are scared to death,” says PepsiCo CEO Indra Nooyi. Operating under a mission statement she calls ‘Performance with Purpose’, she states, “When we articulated this notion of performance with purpose, people said, ‘Oh, this is corporate social responsibility,’” Nooyi says. “Wrong. This is not about how we spend the money we make. The focus needs to be on how we make the money.” —NY Times

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