Prof. Colin Mayer is a pioneer of the future of the 21st century company. A former Dean of the Business School at Oxford University (Said Business School) and co-founder of one of the world’s largest economic advisory consultancies he has researched companies in practice and academically. In his popular books “Firm Commitment” and “Prosperity” he calls “purpose” back to the centre of the enterprise and profits as a means to an end, not an end in itself.