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purpose

Why Every CEO Should Pursue a “Purpose Beyond Profit”

December 2, 2013 —

Why Every CEO Should Pursue a “Purpose Beyond Profit”

It’s textbook management practice to formalize a company’s “mission, vision, and values.” And while these are important steps in helping form a direction and way of being for a company, many CEOs are nonetheless challenged with a litany of business issues: Unengaged employees An inability to attract the new talent needed Customer defection Lack of marketplace differentiation Dissatisfied shareholders This list goes on and on, doesn’t it? Behind each of these business challenges is a big question: How can my business matter more to people? When your business...
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“A Purpose Is A Direction That Reconciles Individual Ambitions And Collective Aspirations.” @gpetriglieri

September 22, 2013 —

“A Purpose Is A Direction That Reconciles Individual Ambitions And Collective Aspirations.” @gpetriglieri

So tweeted the amazingly insightful Gianpiero Petriglieri of INSEAD. Consider, therefore, how a well-crafted, emotionally meaningful purpose “hits two birds with one stone”. It takes into account what “I” want, need, aspire to – as a customer or employee. At the same time , it embraces the collective impact on “WE” – the company, the employees, the society, the planet. Properly implemented, such a purpose serves as a magnet for a brand. It achieves this status when management makes the purpose both personally relevant and emotionally important to all brand constituents. People see what they...
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Insensitive Use of Personal Data Can Seem Downright Creepy

July 10, 2013 —

Insensitive Use of Personal Data Can Seem Downright Creepy

Brands need to think carefully about how they leverage new levels of customer information when handing iPads to front-line service people. Using data and behavior-driven information, while a powerful way to forge connections, can easily go awry. I wasn’t too surprised when I read this in Michael Schrage’s HBR piece, “When digital marketing gets too creepy”. “The digital marketer who effectively runs Qantas Airlines’ highly regarded – and very successful – loyalty program has an unusual iPad problem. Flight attendants on Australia’s flagship carrier can now get up-to-the-minute data on...
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How Clear Is Your Business Vision to the People on the Ground?

May 9, 2013 —

How Clear Is Your Business Vision to the People on the Ground?

In the hallowed halls of the C-Suite, your business vision seems clear. But down on the street, in the halls, in the meeting rooms, in the labs, in the factories, in the warehouses, at the desks, and around the water cooler, your vision is hard to see. What else would explain why your organization is failing to keep up with the competition, why customers are going elsewhere, why it is getting harder and harder to hire good people, and why investors are starting to fidget? What can you do to make your vision crystal clear – and actionable? It could be that your “C-Suite ready”...
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Rebrand? A Perfect Time to Adopt a “Purpose Beyond Profit”

April 22, 2013 —

Rebrand? A Perfect Time to Adopt a “Purpose Beyond Profit”

A rebrand is a great opportunity to scratch below the surface to discover how your business can truly matter to people. Seize this chance to do more than simply apply a new layer of paint over your business. There are numerous reasons why companies choose to rebrand. It might be due to a merger, acquisition, or divestiture. It may be because of tired sales, a less-than-desirable image, or heated up competition. It might be a change in guard at the CEO level. Whatever the reason your business needs an update, the rebrand process offers a unique opportunity to go beyond a new name, logo, and...
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