From the biggest of the companies to SME are not perusing profit, rather they are more focused on purpose and evolving the business model to make it profitable. Across the board, brands generating impact, driving innovation are struggling to overcome difficulties and the trend for traditional all cost-profit model is now making way for seemingly purpose-driven businesses with strategic plan continues to gain momentum. The purpose-driven business aspires for being beyond profit alone, where people matter more than just making profits. It stands for and acts on a bigger portfolio than its products and services with an organisational roadmap to remain competitive in the rapidly evolving world economy.
According to PwC, seventy-nine percentage of business leaders accept as true that purpose-driven is the key to success. Despite this, only less than half of employees perceive what their organization stands for and what makes it distinct. This secret does not recline in the leader’s activism alone, rather in an organisation’s ability to unlock, define and sustain a clear sense of purpose. To address business greatest challenges, organizations should understand that purpose and performance are essentially linked. Also, there needs to be broader visibly to enfold the purpose-driven vision as a means of combating the objective. Lauding the benefits of strong values and activism, it begins with articulating and integrating purpose into core business blueprint and link employees to everyday shared purpose, thus witness higher market share gains and grow faster on average than the competition, in the process achieve an elevated workforce and customer delight.
Akin to an organization, corporate and brand strategy by applying the measurement models through the lens of business process, culture, employee’s, their behaviour as well as communication and consumer demographic. Evaluating, measuring, valuing and managing the stake holder’s intent and expectations that involve understanding the impact of the purpose-driven as a whole and on the audience, it serves.
Purpose-driven governance starts with the board, evolve from the me-too culture to we-too share achievement pride of individuals and get organizational recognition from the superiors, management teams and stakeholders. Deliver a sense of purpose across a wide range of culture, environmental, social, and governance priorities. These essentials are design based on the purpose value that affects decisions to be real and integral to the way the business process for beyond profit to benefit society.
Communicating the organization’s purpose is the great first step. Creating value for all stakeholders is easy to say but their interests often in conflict and it is not easy to make them go in the same direction. Communicating with stakeholders transparently about the difficult time and purpose choice are making opportunities to demonstrate the business importance in a healthy community in the organization. Impactful bonding, sharing decisions process and open communication empathize, stakeholders, managers, employees, customers and shareholders help see the importance of smart work organization achieve social value proposition beyond profit for long sustainability by empowering managers and anyone in a leadership role to know how to share this message with employees is the step that truly makes it stick.
Purpose-driven organizations are changing the nature of business today. Research and unpack soul identity of the business to provide a platform for purpose development as an all-encompassing ideal and articulate to solve through all people, each employee and top management thinking and touch through its work, culture and to create a deeper internal and external shared connection in which they work. In the process, attract and retain talents to achieve greater results in loyalty, consistency, relevance and impact in the financial performance and improve society.
To articulate the values and the impact business seek to achieve, define the strategic roadmap and create the right delivery model to achieve the purpose-driven mission. With best practices to enhance purpose innovation, a cohesive framework and tools are developed with data insight solutions, social, product and service design, financial models for assessing impact and to improve the effectiveness to adopt the new canvas of socio-economics purpose in the organisation and evangelize the benefits from purpose wheel.
Alignment of strategy to the organization purpose, manage culture and motivation. Strengthening implementation and quality deliverable to get the purpose organization from where the business is to where it wants to be, which in return elevates consciousness, inspire purpose and compassion to imagine and practice the possibilities in a positive direction. Audit every touchpoint in the purpose ecosystem against the hierarchy of needs.
Enrich, not exploit the opportunity of purpose-driven innovative solutions where the customers take advantage, and equally the organisation establishes competitive advantage. Both benefit from the encouragement of such purpose-driven impact and the availability of methods contemplated by the tender and proposal development process is inherently competitive. The traditional view of an invitation to tender was considered to be no more than an invitation to treat and creates obligations for either party than the purpose-driven shared benefit tendering contract and treat all tenderers equally and meaningful way.
Purpose-driven collaboration is the new innovation for organizations with the mindset that brands are not B2B or B2C but human to human ‘H2H’. Purpose-led collaboration and partnerships are key to driving transformational change and pushing the organisation’s to achieve global goals. To realize this, a realistic plan and structure implementation is defined that relates to the customer experience through a collaborative partnership. Building opportunity partnership program to benefit purpose cross-marketing and possible mastermind group collaboration to improve the quality of each project, increase capabilities, expand brand awareness, and have a business confidant.
Moving from brand positioning to brands taking a position makes the customers the centre of the brand purpose positioning strategic process. Establish a brand relationship based on shared and purpose aspired values, belief systems, and business practices. A brand purpose is the centre of attention to gain positioning success. The underlying essence makes the brand relevant connection and creates loyalty, the affinity that determines to occupy a meaningful place in the customer mind. A brand purpose personally identifies with that reflects their organization’s values and beliefs. Purpose-led brands prioritize cultivating deep relationships, creating a community of loyal and staying relevant by knowing that customers can act as powerful champions of brands they believe in and achieve competitive agility. Help brands tell their good story in a way that integrates with their core product, helping to build brand equity and grow sales.
