Reckitt Benckiser's SVP of HR: 3 steps to embedding purpose in your business

1. Keep it simple

When it comes to defining your purpose, Yates says: “Make it narrow, don’t try to be everything to everybody.”

She explains that at RB they recognise that health and wellbeing for them doesn’t mean curing cancer or researching molecules, but instead is about benefitting parents’ lives and the lives of their children.

“Be clear about who you are and where you have the right to play,” she says. “And also make it memorable.

“Being able to have something that is deep enough that they understand it, but doesn’t need to be written down anywhere because people really remember it.”

Yates' next step, 'make it sticky', can be seen on the next page...