The Purpose Difference: Making Meaning and Money
“Why does your company exist?” It’s a question every values-oriented brand or strategy consultant asks of clients when they begin work together.
If the answer comes back “to make money” we know that there’s a huge opportunity for unleashing the hidden potential of the firm. That opportunity lies in engaging the company with a purpose greater than money alone.
As I’ve said before, profit is important. It’s just generating profit is first level mastery. Once you’ve figured out that part of the game, the answer is “what’s next?” Service, gratitude and creating a better world — those present meatier and fulfilling challenges. They tap the potential producitivity of your best employees. Companies with a unique purpose out-perform
those who don’t according to Harvard Business Review blogger Bill Taylor, and the authors of “It’s not what you sell, it’s what you stand for.”
The book came out a while back, but Taylor provides a good update of what companies and organizations experience — and how they benefit — when they are “Different on purpose.” Check out the article here.
Looking for a resource to help you find that unique purpose and express it in your brand? Contact us.
Tags: brand, conscious business, differentiation, marketing, Purpose, Strategy, values
