We know making a noble corporate purpose — that is, one aimed at doing something good in the world — come to life is both important and hard. Emerging practices from leading companies show that the journey is not about top-down messaging. If anything, it’s about inside-out and bottom-up dialogue, as this is how we human beings can ultimately connect with a broader mission. Over the last several years, the author has studied this in several ways — first as CEO of Best Buy, and since then by studying and working with multiple companies and their leaders on their journeys to put purpose to work and unleash what he calls “human magic.” He shares several important lessons from leading companies.