Mutuality : Invaluable lessons from a classic model

Purpose – The purpose of this article is to spotlight mutuality as a relevant, modern business model. Design/methodology/approach – Discusses desk research plus gathered industry experience. Findings – Mutuality fulfils archetypical societal needs, with values that have wider business implications, for strategic direction, organic growth and employee engagement. Practical implications – Some form of employee ownership (mutuality) could help address current‐day organizational issues. Explore underpinning values when considering future strategic direction and organic growth. Fulfill the needs mutuality meets to ensure better employee engagement and motivation. Originality/value – Unquantified, but expect higher motivation, satisfaction, retention, sales and loyalty.