When promise and behavior are in sync and customers are aligned with a brand promise, they give that brand twice as much share of wallet (47 percent) as customers who aren't aligned with that same brand (23 percent).
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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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A great story is full of magic and wonder. It helps us feel like we can be part of something larger than ourselves. Something that can make a difference.
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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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For this month’s Conquer for Good: Connect talk, we had Emily Grace Moon, of By Grace Designs. Seeing firsthand the struggles of women and families in Ghana and other impoverished nations, she set out to combine mission with fashion.
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When we start with that profound difference we will make, our story becomes inspired - and connects people with that meaning they're longing for.
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This simple question can uncover those things that can guide us to that awesome storytelling that we're striving to achieve.
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It's no longer enough to position our brand in relation to the environment and the competition. With purpose, we can differentiate in spite of those things.
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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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Fueled by the frustration of trying to find an easy way to use their talents as volunteers, Brent Lager and Brent Lobdell launched Uncover KC to connect compassionate individuals and groups of volunteers with local organizations in need of their time and talents
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If there was a larger purpose at play, everyone in customer service could understand how what they do day in and day out can make a difference in a life, a community, or even the world.
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When we define the guiding principles we are better equipped to work through difficult decisions. We are more likely to build a product that supports our client's purpose.
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We need the hope that comes from a purpose. We need to be able to look forward to the things we can do to make a difference in the world.
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Organizations with purpose do shockingly well compared to their counterparts, outgrowing them by a margin of 15 to 1.
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We can't assume that everyone we hope to serve knows our purpose. Vagueness saps its power. When it's clear, so is our future.
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Will & Grail is launching Conquer for Good: Connect, a monthly series of talks from local business leaders working to build a thriving ecosystem of social enterprise and purpose-driven companies.
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We could light the fire of purpose that ignites a passion in all those around us. Imagine how awesome that would be. That's the dream.
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We spend half our waking hours at work. Half! Why are we so willing to allow half our time to be so uninspiring? So lacking in passion?
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It's a journey to discover a purpose. But what we shouldn't forget is that, when you get there, the real adventure is just beginning.
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