How to Cultivate Purpose (and Autonomy, Collaboration, and Excellence) in Companies

By Sophia Pink, Sara Gaviser Leslie, Jake Poses, Debra Schifrin, Jennifer Aaker
2019 | Case No. M377 | Length 21 pgs.
How do companies foster a sense of meaning and purpose – for employees and for customers? There were multiple benefits to this approach, including increased job satisfaction as well as greater customer engagement – this could translate into company savings through greater employee retention, and greater revenues from customers that believed in the company’s mission. But activating a sense of purpose requires four distinct steps, outlined in the PACE acronym: purpose, autonomy, collaboration, and excellence. This case study walks students through the steps a company might make to activate a greater sense of purpose and satisfaction, and evaluate its PACE efforts, provides a number of specific examples from company projects, and also offers five PACE “caselets” from the U.S. military, Thumbtack’s Team Philippines, Indiegogo,, and Ferrari.

Learning Objective

Students will discuss and explore the various ways companies can set in motion specific steps to foster PACE: purpose, autonomy, collaboration, and excellence. The PACE approach is designed to bring employees and customers a sense of greater purpose, and greater satisfaction.
This material is available for download at no charge. Download