Forget the Why. Who needs the What? All you need is How!
Despite shrinking margins and crunching deadlines, great ideas are more needed than ever. As we lament a new generation not wanting to work in marketing services and decamping to the Googles and the start-ups, is the issue just "What" we do (product) or "Why" we do it (purpose), or rather “How” we do it? Can transforming so called traditional organisations through a more decentralized and empowered way of working be the new killer app to attract talent -- and generate better ideas to boot?