100, Michael Crooke | Sustainable Competitive Advantage through Purpose

Michael Crooke is a thought leader in sustainable competitive advantage at the intersection of vision, purpose and operational excellence. The first time that Michael Crook boarded an airplane, it was to join the Navy. When he saw the opportunity to become a Navy Seal, he took it. At Basic Underwater Demotion Seal training (BUDS), Michael leaned the importance of teamwork that comes from having a shared purpose. After his time in the Navy, Michael joined Pacific Lumber, an over 100 year-old company with strong environmental and social values. Pacific Lumber was eventually bought in a leveraged buy-out. The new company abandoned Pacific Lumber’s values and began practices such as clear-cutting…

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