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Purpose


How Great Leaders Accelerate Innovation Through Meaning

How Great Leaders Accelerate Innovation Through Meaning

Why the need to accelerate innovation? “No company in the future will be in a position to succeed if it squanders the imagination of its employees.” Professor Gary Hamel, co-founder of the Management Innovation eXchange (MIX) and the M-Prize: Innovating Innovation Challenge. Hamel says innovation is one of the most important and difficult challenges facing business around the world. At the same time, innovation is a vital capability for companies because it is the: > only insurance against irrelevance > only antidote to margin-crunching competition > only way you can out-perform a dismal economy > only way to build...
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Why are Feelings and Purpose so Important in Business Today?

Why are Feelings and Purpose so Important in Business Today?

Feelings and Purpose-led brands Why are purpose and feelings so important now for brands? A meaningful brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around an authentic purpose. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, a meaningful brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, a meaningful brand is:  – Proactively meaningful across all brand touch points and experiences  – Driven by a purpose that is embodied...
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The New Measurements of a Successful Business

The New Measurements of a Successful Business

What does it mean to be a successful business? In the new age of meaningful business, it’s time for more inclusive forms of value. It’s no longer enough to measure financial impact. Companies, brands, investors, entrepreneurs, and consumers are asking: what’s the social impact of your business? What’s your environmental impact? Your emotional impact? In other words, people are asking: Why should I care? Why does it matter? And they are also wondering, can you communicate the value of these impacts to me quantitatively? In any successful business, there is value outside the actual venture. Endless factors play into...
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If You Want a Meaningful Brand, Make a Meaningful Impact

If You Want a Meaningful Brand, Make a Meaningful Impact

Being a Meaningful Brand The data is in, and to be a meaningful brand, you must make meaningful impact. It is inescapable. The most powerful and profitable brands – regardless of sector – are brands that enhance well-being and enrich peoples’ lives. The Center for Positive Marketing at Fordham University recently published “The V-Positive Report,” which ranks brands according to how they affect consumers along seven dimensions of human needs and wants. The dimensions of the study span from basic physical function to the capacity for building relationships. The most “V-positive” brand in 2015 was Google, and every member...
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Brand, Purpose, Culture: The Triple Threat For Business Right Now

Brand, Purpose, Culture: The Triple Threat For Business Right Now

In Tandem We talk a lot about how businesses today need a strong brand, a clear purpose, and an inspired culture. Each of these brand components are playing a greater role in business success today. Sometimes it appears that if you just have one, you might be able to turn your business around. But this is no longer the case. Without all three – brand, purpose, culture – working together and driving one another, rising to the top is not a possibility. Simply embracing purpose is no longer enough to stand out. Even the most talented people aren’t going...
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Brand Purpose Drives Trust

Brand Purpose Drives Trust

Brand Purpose Drives Trust How does brand purpose play into building trust? As customers become more connected, more involved, and more engaged than ever before, it becomes more and more difficult for brands to earn their trust. And this trust is key to successful business today. High-trust companies “are more than 2 ½ times more likely to be high performing revenue organizations” than lower-trust companies. One of the strongest drivers of trust today is purpose. People want the brands they buy from and the businesses they support to work in line with their values, goals, and greater aspirations for...
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