Purpose is not a declaration it’s an experience. And it should be lived by everyone in your organization. At Corporate Excellence they share knowledge and best practices to help organizations overcome the barriers to implement purpose and promote leadership commitment. In this session Angel and Toni will discuss the importance of engaging your employees from the beginning when you try to activate purpose, sharing BBVA´s case study for the first time. The bank involved more than 30.000 employees in the process of building their purpose. Toni and Angel will share the challenges big companies have in these processes and share lessons learned from BBVA´s journey.