"I’ve never known anyone get up in the morning for the prospect of five percent compound growth in sales every year. they get up for a mission," quips Sir John Banham.

Investing in people and communities is not just warm and fuzzy. It makes good business sense. In his essay, “Missions Matter to People” Sir John Banham describes an 8-point approach to running a successful business with deep roots in the community. Each point in the approach represents a letter in the word “D-I-R-E-C-T-O-R” and is designed as a pragmatic and holistic method for maximising profits through the voluntary buy-in and participation of every employee. Banham emphasises the importance of a company’s relationship to its local community and in the necessity of it being mutually beneficial.