Going beyond the why and what of purpose-led business, this book sets out an innovative business model of how to lead and operate a company to deliver its purpose. Western capitalism is in crisis due to the growing disconnect between business and society, and there are growing calls for a shift from the primacy of shareholder value to the primacy of purpose. But there is a paucity of codified best practice for how CEOs should go about making this shift. Enter Alan Barlow: a CEO practitioner who demonstrates with analytical rigor and evidence-based argument a business model for how CEOs can actually deliver a purpose-defined company that yields both bigger benefits for society and bigger profits for the business. Current and aspiring business leaders and executives will benefit from not only this new business model but also a fully documented route map for monitoring and reviewing successful impact, and highly focused non-financial and financial metrics for benchmarking. Completing the loop for 'company purpose' means that business can become a force for good for society.