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purpose beyond profit


Why Embrace The Squishy Idea Of Purpose?

Why Embrace The Squishy Idea Of Purpose?

Purpose does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in an emotional and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? It’s the question of the never-relenting ROI monster, “What’s in it for me?” Well, here’s the answer, from no...
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An Industry Leader’s Perspective On Meaningful Businesses Strategies

An Industry Leader’s Perspective On Meaningful Businesses Strategies

Meaningful Businesses John Mackey is a capitalist. He founded Whole Foods and turned it into a massive operation, with over 350 stores. Along the way, he came to realize something about business: its purpose goes beyond profits. This idea is about building meaningful businesses. As the founder of Conscious Capitalism Inc., and the author of Conscious Capitalism: Liberating the Heroic Spirit of Business, 
John Mackey is a fierce proponent of a new and more meaningful way of doing business. Conscious Capitalism is “an idea, a movement, an approach to conducting business, and an organization dedicated to advancing all of...
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Look Beyond Profit and Thrive

Look Beyond Profit and Thrive

Why have a purpose beyond profit? Purpose beyond profit has been gaining momentum in the business world, with both positive and negative attention. For decades, enterprises have had “mission” statements, “vision” statements, and  “values”. Check almost any corporate website and you’ll find these “drivers” of the business buried deep down and many clicks away from the surface. Despite having taken on these important steps to say what their business is all about, there’s often a big difference between what they intend, and the effect they have. The fact is, these tools of business have rarely gained much traction outside...
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How Do You Define the Purpose of Your Business?

How Do You Define the Purpose of Your Business?

Seeing Profit as a Consequence, Not a Purpose Like many, you probably default to saying, “To make profits”. And while that is certainly an aim of every capitalistic enterprise, it falls short as a useful and motivating driver of an enterprise. Too great a focus on profits draws attention away from the triggers of success in today’s world. Successful leaders see profit as consequence For more and more leaders, another North Star is rising. By embracing the notion of “purpose beyond profit”, these leaders don’t forego their obligations to generate profits for shareholders. But they subjugate the financial agenda...
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Purpose Beyond Profit – A Shift in Perspective

Purpose Beyond Profit – A Shift in Perspective

At Emotive Brand, we’re big on the concept of Purpose Beyond Profit. Apparently, people interpret this phrase in interesting ways. Some jump to the conclusion that it means “purpose instead of profit.” That’s a valid approach for B-Corps, perhaps, but most companies – including this one – would prefer to make some money. Some people think the phrase means “profit plus being good to the environment.” We’re okay with that definition, but it’s still too easy for many brands to dismiss for one reason or another. The deeper definition applies to all brands, if they can make a simple...
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