Topics

Purpose


Meaning Has a Direct Impact on Business

Meaning Has a Direct Impact on Business

If your business isn’t doing as well as you think it could – and should – then it’s time to consider the reasons why. Why aren’t people doing all the things you need them to do? Why are they resisting your attempts to change the way they think and act? What are people looking for that you aren’t supplying? There’s a sea of change in the way people feel about the decisions they make. They no longer simply act out of greed, capriciousness, and the need for thrills. They pause. They reflect. They consider. They ask themselves: “What is the impact...
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Businesses That Matter Do Well By Doing Good

Businesses That Matter Do Well By Doing Good

When fueled by a Purpose Beyond Profit, a business does good things for employees, customers, society, and the planet. How businesses that matter, matter to people: They help employees create meaning in their lives by making their work matter. They give customers solid reasons to admire, respect, and be happily associated with their business and their offerings. They help build a stronger society by being a good corporate citizen, respecting laws, and helping improve lives. They strive to limit their impact on the environment by conserving non-renewable resources, curtailing pollution, and...
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In B2B, It’s Not “What”, It’s “Who”

In B2B, It’s Not “What”, It’s “Who”

B2B is often dominated by features and benefits, industry-standard claims, and a surprising lack of emotion. Why? We ask you to think, for a moment, about people. Those people in companies who buy your products. Those people within your own company that imagine, build, sell, and service your product. Those people who invest in your business. Those people who open new opportunities by agreeing to partner with your business. Those people who supply your business and decide if what you need arrives on-time and on-budget. Those people who let you build your facilities in their community. Those...
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Survey Shows CMOs Starting to Recognize the Need to Matter

Survey Shows CMOs Starting to Recognize the Need to Matter

IBM regularly surveys CMOs to identify trends. A recent Forbes blog post by consultant Avi Dan reports an interesting finding from the latest survey. The traditional marketing funnel is now a series of loops, as people turn to the many new options for learning about, and being influenced about, a product or service selection. In this environment, purchase decision making changes dramatically. More and more factors are considered, and more and more of them become “deal breakers”. Today, the final cut will come down to the businesses, products, services and brands that have good...
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What Does Purpose Look and Feel Like for Your Brand

What Does Purpose Look and Feel Like for Your Brand

Sometimes It’s Not What You Add To A Brand, But What You Take Out We were reminded of the story of the sculptor who was asked how he managed to fashion a beautiful elephant out of a piece of granite. He replied, “By chipping away all the pieces that didn’t look like an elephant”. What elements of your brand strategy “don’t look (or feel) like your brand”? Does your brand’s purpose look (and feel) right? Your brand’s purpose, its reason for being or ambition is the key to the meaning you create (or fail to create) in this world. If your...
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“What Matters Now” – A Wake Up Call For Business Leaders

“What Matters Now” – A Wake Up Call For Business Leaders

While we anxiously await delivery of our copies of Professor Gary Hamel’s latest tome, “What Matters Now”, we wanted to share some of the main thoughts being promoted.Clearly, the business world is in a state of flux. Hamel’s book promises to present an agenda for leaders everywhere who are eager to. . . reverse the tide of commoditization defeat bureaucracy astonish their customers foster extraordinary contribution outrun change build a company that’s truly fit for the future In this context, Hamel identifies five issues that are paramount: values innovation...
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