As Head of Brand Strategy and Stewardship at Shell, Rahul Malhotra understands how to champion purpose within an organization. His provocative phrase “Purpose is dead. Long live purpose” borrows from the traditional proclamation hailing the continuity of monarchy: “The king is dead, long live the king.” He believes that prior to COVID-19, purpose was a statement for many organizations. “Going forward,” he says, “purpose must truly become part of an organization’s DNA to instill value and trust. Purpose is not a desktop exercise; it has to start with why you exist.”