5 principles to shape corporate purpose

during crisis
 Global corporations have never had as much power as they do
right now to benefit society in a time of global crisis. Executives
are uniquely poised to bring corporate power, guided by social
purpose, to make an indelible mark during a crisis. Taking
meaningful action in a crisis can unleash unique synergies and
creative solutions that stakeholders will respect and remember.
According to author, A crisis provides an opportunity to build a
common sense of purpose with employees, fostering collective
unity and a sense of belonging.