With technological, regulatory, and market shifts driving continued change across the global generation industry, a strong sense of purpose has never been more important.

Where the generation industry can reap the largest benefits is not in aligning values to employees or to its organizational culture, as organizations like GE and Zappos have done. In an industry increasingly driven by consumer wants, power industry leaders who can leverage a values-based strategy closely aligned to the customer and industry trends will be able to generate economic success—and help a graying workforce adapt to the changes transforming employees’ day-to-day work.

In a recent article in POWER magazine, Propeller Co-Founder and Managing Partner Jeff Foley offers insight into the economic and positioning benefits of implementing a values-based strategy into your company’s mission.