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.
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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.
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A Big Audacious Meaning introduces a different dynamic. It puts forth the idea that we can serve society while financially bettering our organization.
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Purpose unlocks abilities to heighten our engagement with everyone we hope to serve. That can be game changing for any organization.
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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.
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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.
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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.
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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.
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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.
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The journey to purpose can be transformative, getting everyone excited and feeling like they are helping on this road to discovery.
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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.
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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.
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We need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
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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.
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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.
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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.
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