“The purpose of the corporation must be redefined as creating shared value, not just profit per se. This will drive the next wave of innovation and productivity growth in the global economy.” – Michael Porter
No commercial organization exists to make money. The reason organizations exist is to fulfill their purpose. The better they are at fulfilling their purpose, the more value they will be able to aggregate.
This is the basic hypothesis of On Purpose, the latest publication from Shaun Smith and Andy Milligan – both major customer experience experts since the mid 90s. They have authored a number of brilliant books, including Bold: How to Be Brave in Business and Win and See, Feel, Think, Do: The Power of Instinct in Business.
There’s not a change fatigue; there’s a lack of purpose fatigue.
On Purpose brings to life in an informative and encouraging way the importance of a brand recognizing its “authentic and credible sense of purpose.” The book explores why purpose matters to consumers and employees alike – why, ultimately, we all need to have an emotional connection with the purpose of a brand.
The book inspires by sharing stories and from an underlying customer-centric philosophy, using the example of a brand to showcase the customer experience. The authors guide readers through implementation by sharing their process for applying their ideas. In addition to the book’s content, access to a comprehensive online portal is available There, you can find all the tools needed to refresh the purpose of your brand.
On Purpose is structured as a journey. On that journey, you develop your brand purpose and make it stick. The narrative of the book is interwoven with case studies that bring the authors’ ideas to life. This enlightening read is aimed at leaders who want to deliver exceptional results for their businesses through exceptional experiences for their customers. Here are ideas, insights and practical approaches to define and deliver your brand purpose in a disruptive world, where customers admire brands for what they stand for, not just what they sell.
Get this book as a perfect primer for THINK 16, the meeting place for innovators in a purpose-driven world.
“We’re here to put a dent in the universe.” – Steve Jobs