In the misty groves of Northern California, redwood trees stretch toward the sky, some standing for over 2,000 years. Their secret isn’t just height—it’s roots. While their canopies soar, their root systems intertwine underground, creating networks that share nutrients, warn of danger, and anchor entire ecosystems. Businesses, like redwoods, need both roots and wings: deep foundations of purpose and values, and the ability to innovate and grow. Yet too many companies today have become rootless—chasing trends, sacrificing values for short-term gains, and losing the very essence that made them matter. The result isn’t just poor performance; it’s a crisis of identity. When businesses forget their roots, they may fly high for a while, but eventually, they crash. Rebuilding soul isn’t a luxury; it’s the only path to enduring success.

The Rootless Corporation: Symptoms of a Soul in Decline

Walk into many modern businesses, and you’ll sense it immediately: a hollow hum of activity without purpose. Employees go through motions, leaders chase metrics, and mission statements gather dust on walls. This rootlessness manifests in predictable ways:

Values as Wallpaper: Companies plaster “integrity,” “innovation,” and “customer focus” on lobby walls while rewarding behaviors that contradict them. Wells Fargo’s 2016 cross-selling scandal—where employees opened millions of fake accounts to meet targets—exposed this chasm. The bank’s stated values meant nothing when incentives encouraged deception.

Purpose as PR: “Purpose-washing” has become epidemic. Oil companies run ads about renewable energy while lobbying against climate regulation. Fast-fashion brands launch “sustainable” collections while exploiting garment workers. This isn’t purpose; it’s performance. A 2023 McKinsey survey found that 72% of employees say their company’s purpose statements don’t align with daily decisions.

Leadership as Helicopter Ride: CEOs treat businesses like vehicles for personal ambition—hopping from one company to the next, executing “turnarounds” through layoffs and cost-cutting, then departing before the long-term damage surfaces. These leaders leave behind weakened cultures and demoralized teams. IBM’s decline under former CEO Sam Palmisano exemplifies this: he cut R&D spending to boost profits, sacrificing innovation that could have secured IBM’s future.

Innovation as Distraction: In the race to “disrupt,” many companies abandon core strengths. General Electric, once an industrial powerhouse, diverted billions into finance and software under Jeff Immelt, neglecting its engineering roots. The result? A near-collapse requiring government intervention. True innovation should grow from roots, not replace them.

The Cost of Rootlessness: Beyond the Balance Sheet

Rootlessness extracts hidden tolls:

• Employee Disengagement: Gallup reports that only 33% of U.S. workers are engaged at rootless companies. Disengagement costs the economy $450-550 billion annually in lost productivity.
• Eroded Trust: Edelman’s Trust Barometer shows that only 48% of people trust businesses. Without trust, customer loyalty evaporates.
• Strategic Incoherence: Rootless companies chase every trend—AI, blockchain, metaverse—without asking, “Does this align with who we are?” The result is wasted resources and confused teams.
• Cultural Fragmentation: When values aren’t lived, cultures fracture. Silos form, collaboration dies, and toxicity thrives. Uber’s culture under Travis Kalanick became infamous for its “principled confrontation” mantra that normalized harassment.

The Rooted Redwoods: Companies That Thrive on Purpose

Some businesses understand that roots aren’t constraints—they’re catalysts. These companies grow deep while reaching high:

Patagonia: Founder Yvon Chouinard built the company on a radical premise: “We’re in business to save our home planet.” This isn’t marketing; it’s operational reality. Patagonia donates 1% of sales to environmental causes, repairs garments for free, and sued the government to protect public lands. Their “Don’t Buy This Jacket” campaign urged consumers to reduce consumption. Revenue? It tripled to $1.5 billion. Patagonia’s roots—environmental stewardship, quality, authenticity—fuel its wings (innovation in sustainable materials, supply chain transparency).

Basecamp: The software company’s roots are simplicity, calm, and respect for people’s time. They reject VC funding, avoid meetings, and cap workweeks at 40 hours. Their manifesto, “It Doesn’t Have to Be Crazy at Work,” challenges hustle culture. Result? High employee retention (avg. tenure 8+ years), profitable growth, and products users love. Basecamp’s roots let them innovate without losing their soul.

Barilla: The Italian pasta giant’s roots are family, tradition, and quality. When CEO Paolo Barilla took over, he doubled down on these values—sourcing local wheat, preserving artisanal methods, and promoting Mediterranean diets globally. While competitors chased low-cost production, Barilla invested in sustainability (100% renewable energy by 2030) and community programs. Revenue grew 40% in five years. Barilla’s roots didn’t limit growth; they directed it meaningfully.

Rebuilding Roots: A Framework for Soulful Business

Restoring roots isn’t about nostalgia; it’s about strategic intentionality. Here’s how:

Step 1: Excavate Your Origins

Every business has roots—even if buried. Ask:

• Why were we founded? (Not “to make money,” but the problem we solved.)
• What made us different at the start?
• What non-negotiables guided early decisions?

Microsoft rediscovered its roots under CEO Satya Nadella. Founded to “put a computer on every desk,” Microsoft had lost its way competing with Apple and Google. Nadella refocused on empowerment—helping customers achieve more. He shifted culture from “know-it-all” to “learn-it-all.” Microsoft’s market value surged from $300B to $2T.

Step 2: Define Your Non-Negotiables

Roots aren’t vague values; they’re behavioral guardrails. Patagonia’s non-negotiable: “Never compromise environmental values for profit.” Basecamp’s: “Never sacrifice employee well-being for growth.”

To define yours:

• Identify 3-5 principles you’d uphold even if it cost revenue.
• Translate them into concrete behaviors. (“Integrity” isn’t enough; “We never mislead customers” is.)
• Embed them in operations—hiring, promotions, firing.

Step 3: Align Incentives with Roots

Nothing destroys roots faster than misaligned incentives. Wells Fargo’s scandal stemmed from rewarding account openings over customer needs. Fix this by:

• Measuring What Matters: If sustainability is a root, track carbon reduction, not just sales.
• Rewarding Root-Behaviors: Promote leaders who embody values, not just hit targets.
• Penalizing Root-Betrayals: Fire those who violate non-negotiables, regardless of performance.

Step 4: Cultivate Rooted Innovation

Innovation shouldn’t replace roots; it should express them. Patagonia’s Worn Wear program (reselling used gear) grew from its sustainability root. Basecamp’s HEY email service emerged from its “calm productivity” root.

To innovate rootedly:

• Ask: How can our roots solve new problems?
• Involve frontline employees—they know roots best.
• Prototype small, learn fast, scale what aligns.

Step 5: Tell Root Stories

Roots thrive when stories keep them alive.

• Origin Stories: Share why the company was founded (e.g., Airbnb’s “Belong Anywhere” began with founders renting air mattresses).
• Hero Stories: Highlight employees who lived roots (e.g., a Patagonia designer refusing unsustainable materials).
• Failure Stories: Discuss when roots were tested and how you stayed true.

The Wings of Purpose: Growing Without Losing Your Way

Roots enable wings—they give businesses the confidence to grow boldly. Rooted companies:

• Attract Talent: People want to work for companies with purpose. LinkedIn’s 2023 Workplace Learning Report shows that 76% of professionals prioritize purpose over salary.
• Build Loyalty: Customers stick with brands that align with their values. Patagonia’s “Build the right thing” campaign boosted sales 30% by celebrating craftsmanship over trends.
• Navigate Crises: Roots provide clarity during uncertainty. When Johnson & Johnson faced the Tylenol poisoning crisis, its credo (“Put patients first”) guided its recall—saving the brand.
• Influence Industries: Rooted companies redefine categories. Tesla’s roots in sustainability forced automakers to embrace EVs.

The Leadership Imperative: Gardeners, Not Mechanics

Rebuilding roots requires leaders who see businesses as living systems, not machines. Mechanics fix symptoms; gardeners tend roots. Gardener leaders:

• Listen Deeply: They spend time with frontline employees, customers, and communities—not just boardrooms.
• Prune Ruthlessly: They cut initiatives, products, or people that don’t align with roots.
• Foster Ecosystems: They build partnerships that strengthen roots (e.g., Patagonia working with organic cotton farmers).
• Think in Seasons: They balance short-term needs with long-term health, avoiding quarterly-earnings myopia.

The Future of Business: Rooted in Humanity

As AI, automation, and globalization accelerate, the temptation to become rootless will grow. But the most resilient businesses will be those that double down on their humanity. Technology will handle efficiency; humans must handle purpose.

The future belongs to companies that:

• See Profit as Outcome, Not Purpose: Profit follows purpose, not vice versa.
• Embrace Interdependence: Like redwood root networks, they collaborate with communities, suppliers, even competitors.
• Measure What Matters: Beyond revenue, track well-being, impact, and legacy.
• Lead with Stewardship: Leaders see themselves as temporary caretakers of something enduring.

Conclusion: The Business of Being Human

Business isn’t just about transactions; it’s about transformation—of customers, employees, communities, and even industries. But transformation requires foundation. Roots give businesses the courage to innovate, the resilience to endure, and the integrity to matter.

In a world of constant change, the most radical act is to stay true to your roots. Not rigidly—roots grow, adapt, intertwine—but authentically. It’s to say, “This is who we are. This is what we stand for. This is how we serve.”

The next time you face a business decision—whether launching a product, entering a market, or setting a goal—ask: Does this strengthen our roots? Does it honor our purpose? Does it make us more human?

The redwoods don’t compete for height; they grow from shared strength. Businesses that remember this won’t just survive. They’ll thrive—for decades, even centuries. They’ll leave legacies measured not in quarterly earnings, but in lives enriched, communities strengthened, and values upheld.