While many companies are well into their digital transformation journey, it\u2019s been widely reported that relatively few organizations are truly thriving or succeeding. Consultancy Inc.Digital, for example, cites only 18% of organizations as digitally thriving and consultancy ClearPrism has found that \u201cfewer than 12% of companies capture more than 85% of economic profit in any industry.\u201d\nDifficulties in execution aside, digital transformation is clearly an ongoing journey, not a destination, but how many organizations have a truly clear picture of where they want to go? What\u2019s the end game for their transformation? Is it customer obsession, revenue growth, cost reduction, process improvement, greater competitive differentiation, accelerated innovation, increased market share, improved shareholder value, all of the above, or perhaps something more?\nAs companies continue to work on their digital transformation initiatives and to make steady progress, it\u2019s vitally important to re-visit goals and objectives along the way. What may have seemed the correct vision and strategy just a couple of years ago, may now be only part of a larger picture that organizations and the C-suite now need to consider and actualize for future success. \u00a0\u00a0\nRe-thinking customer-centric business models\nMany of today\u2019s most powerful business models put the customer at the center and drive scale by offering an incredible value proposition that\u2019s simply too good to resist. Amazon\u2019s ecommerce model gives customers the ultimate in price, selection and availability \u2013 something Amazon calls the \u201choly trinity\u201d and something the company has applied over the years to successfully grow their business and beat out the competition. Uber\u2019s ride service gives customers ease of use, convenience and real-time visibility. The same can be said for Airbnb and the list goes on.While this customer-centric model has built many of the tech giants that we know today, some see growing inequality and a policy failure, and raise the question of whether we have the balance correct for the many stakeholders involved in our business ecosystems and for the broader economy.\nIs the exchange of value between all stakeholders proportionate or are these business models skewed in favor of customers and investors at the expense of employees, partners and the social good? This is now part of the larger picture that organizations need to consider and embrace for future success. Since we live on a planet with finite resources, considerable climate and pollution problems, and with AI continuing its inexorable journey of automation and optimization, it will be vital for corporate business models to be more equitable in the exchange of value for the benefit of society.\nAdding purpose to the digital agenda\nThere\u2019s now a growing number of organizations who are adding purpose to their digital agendas. You can see this reflected in their mission statements. These mission statements have evolved beyond slogans and wishful thinking to tie directly to quantifiable goals and objectives that can be measured and reported on an annual or even quarterly basis, so companies and stakeholders can gauge progress and see real-world results.\nAs an example, procurement software provider SAP Ariba has incorporated \u201cprocurement with purpose\u201d into its strategy and helps companies \u201clook at their suppliers \u2013 and at their suppliers and customers \u2013 so everyone can see who is doing good, who protects both people and planet, and how far their influence extends.\u201d\nThey achieve this by looking deep into the supply chain of their $2.1 trillion business-to-business ecommerce network which connects over 3 million companies worldwide. The premise around their network transparency is based on the following:\n\nSociety: When you know the working conditions of the people who work for your suppliers, you can change those people\u2019s lives.\nEconomy: Helping communities thrive while your business does the same is the best practice there is.\nEnvironment: Seeing every source along your supply chain, you can make choices that protect our planet and preserve your resources.\u00a0\n\nBy supporting the United Nations Global Compact, SAP Ariba are also joining over 8,000 participating companies who are aligning strategies and operations with universal principles on human rights, labor, the environment and anti-corruption, and taking actions that advance societal goals.\u00a0\nA recent Ernst & Young survey, \u201cPurpose-Led Brands\u201d, found that two in three respondents from global companies with annual revenues greater than $1B are actively reviewing or working on the UN\u2019s Sustainable Development Goals (SDGs) which represent 17 aspirational global goals for achievement by 2030. \u00a0\nAs awareness for SAP Ariba\u2019s \u201cprocurement with purpose\u201d platform grows, other global organizations are supporting their mission. This is exemplified by their involvement in an upcoming event in Monaco, The Carlyle Global Partner Summit. Here, Tifenn Dano Kwan, SAP Ariba CMO will share the worldwide movement building around social procurement, women-led businesses and organizations driving today\u2019s global economy and community-building relationships with groups like Procurious and Pledgeling \u2013 all focused on purpose-focused efforts to drive social impact.\nWe can drive the purpose agenda as individuals\nWhile corporate progress is promising, as consumers and employees, we have considerable power to drive change as well. We can choose to do business with companies that treat their employees fairly and have robust approaches to corporate social responsibility (CSR) in addition to working with those that offer the most compelling value propositions to us as consumers.\nThe choice doesn\u2019t have to be a binary selection of profit or purpose and the most innovative companies should be looking at how to deliver excellence on both fronts simultaneously.\nWe can also choose to do business with companies that have a human-focused approach to implementing AI where they never lose sight of the fact that it\u2019s their employees who are on the front lines of serving and supporting their customers. Rather than being in the people elimination business, companies should focus on how humans and machines can work together.\nAs consumers, if we\u2019re brave enough, we can force companies to change by voting with our wallets and taking our business elsewhere, but willing companies can play a large role as well. By focusing on purpose-driven as well as business-driven objectives and by focusing on a well-balanced approach to value exchange in their ecosystems, they can truly help make the world a better place.