In 2007, after reading Jim Citrin's excellent book, The Dynamic Path, I had the idea that if people could have a dynamic path (going from leadership to legacy), so could companies. Michael Porter had written his article, Strategy, and Society, the year before, so the idea was fresh and felt alive. After decades as a brand strategist, I crafted an approach to branding that I called Purpose Branding to Landor Associates and was fortunate enough to convince Allen Adamson to believe that we could develop a practice aligning business, brand, and social responsibility. For the next four years, as the global head of Purpose Strategy, I worked with companies worldwide to support the movement to more Purpose-led companies. During this time, I was fortunate to work with great leaders worldwide, in all sectors, as we found ways to infuse Purpose into the core of the world's greatest businesses. Ten years ago, I presented a paper at Cannes Lions to an overflow room, Dispatch From A New Business Horizon
As an Executive Coach, I have been observing how focusing on purpose has helped companies who have had them, and the people within them. Last year, I had a client who was the head of a division for a defense contractor. We talked about the question "If we do our job right, what happens [in the larger world]? After several "what else's" following things like "the company makes a profit and people have good jobs" etc., they came up with this: "If we do our job right, sailors come home safe." They looked at me and teared up. They were silent for many seconds, then said, "That is worth the entire cost of the coaching." Those words have been passed to the person's group, and are serving as a center of motivation for the division.
As an Executive Coach, I have been observing how focusing on purpose has helped companies who have had them, and the people within them. Last year, I had a client who was the head of a division for a defense contractor. We talked about the question "If we do our job right, what happens [in the larger world]? After several "what else's" following things like "the company makes a profit and people have good jobs" etc., they came up with this: "If we do our job right, sailors come home safe." They looked at me and teared up. They were silent for many seconds, then said, "That is worth the entire cost of the coaching." Those words have been passed to the person's group, and are serving as a center of motivation for the division.
thanks. a helpful read / reminder. liked the sales part - not just share purpose but activate purpose with customers!