Purpose
Our insights into the ever-growing purpose movement and organization can capitalize on its power.
Embracing a purpose doesn’t happen overnight. You just have to start. Not with some disruptive jolt. You simply need to step in. And begin the evolution.
The desire to serve the aspirations of those we hope to engage should drive what we do. But it should also drive what we won’t do. Giving a voice to these things can be inspiring for everyone.
A Big Audacious Meaning introduces a different dynamic. It puts forth the idea that we can serve society while financially bettering our organization.
Purpose unlocks abilities to heighten our engagement with everyone we hope to serve. That can be game changing for any organization.
These sessions help expand understanding and dialogue about the changing landscape of business as we work toward a better balance of profit and purpose, and money and meaning in our lives.
Purpose gives brands an unfair advantage, because it addresses a fundamental desire for our customers and prospects. Here are some of the more compelling posts that help us in our pursuit of becoming a purpose-driven brand.
If we stick to these guideposts we are less likely to to be immediately dismissed. Because we have actually given those we hope to serve a reason to care.
When we clarify the purpose, we are not forcing the organization to transform into some other entity. We are amplifying the most powerful belief that an organization holds.
If we reorient our brand to this way of thinking, we will transform our story. But more importantly, we may just find we have the opportunity to transform a life.
The journey to purpose can be transformative, getting everyone excited and feeling like they are helping on this road to discovery.
It’s there, lurking in the DNA of every brand. When we shine a light on it, we discover just how brilliant our brand position could be.
A survey of consumers showed that brands who scored high in the category, “Makes lives better” grew 81 percent from 2006-2016 while ones that scored lower grew only 24 percent in the same time period.
We need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
Marriott International rolled out its first category marketing campaign “We live by the #GoldenRule”, but failed to live up to those values during Hurricane Irma.
Articulating a core belief eradicates the vagueness swirling around our story. Equally as powerful is the launch pad it creates for that story to take off.
A purpose orients a brand to how it will make a difference in lives. This gets us out of the game of invading their world and just shouting louder.
If there was a larger purpose at play, everyone in customer service could understand how what they do day in and day out can make a difference in a life, a community, or even the world.
We need the hope that comes from a purpose. We need to be able to look forward to the things we can do to make a difference in the world.
We could light the fire of purpose that ignites a passion in all those around us. Imagine how awesome that would be. That's the dream.
We spend half our waking hours at work. Half! Why are we so willing to allow half our time to be so uninspiring? So lacking in passion?
Purpose is easily thought of as doing good. But that's just the half of it. What often gets lost is that it's just as much about doing well.
When people say, "It's just good business." I don't think they mean that it's the most optimal thing to do for the business
A purpose is impressive and inspiring. Add in storytelling and the purpose becomes concrete, emotional, relatable – and unforgettable.
Choosing the right stakeholders and prepping them leads to something inspiring and magical happening as we pursue our purpose.
This is not the rational, utility-maximizing sort of information that old-school economists theorized ruled our decision making process. Rather, it recognizes our more powerful motivations.
Just believing I could make a difference got me excited about what I was doing. That's how a purpose emerges.