For some, purpose’s integral role in business is a newer conversation topic. But others have seen the power of purpose for decades, including company founders like Ray Anderson, pioneers like host Carol Cone, and business journalists like Alan Murray.

Alan Murray has a unique perspective of the purpose movement. While Ray strategically aligned Interface with environmental commitments and Carol advises and supports companies in establishing purpose-based commitments, Alan followed CEOs from nescience to enlightenment to implementation. In his new book, Tomorrow’s Capitalist: My Search for the Soul of Business, Alan reveals how he observed corporate CEOs recognize the significance of human-centered sustainability – not just so their companies could continue to operate, but so they would thrive.

We invited Alan Murray, CEO of Fortune Media, to discuss Tomorrow’s Capitalist, his experience with the widespread cynicism of the broader public when it comes to businesses and purpose, and how companies can have both a soul and a future.

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