Auf dieser Seite dreht sich alles um den „Purpose“. Wir haben die wichtigsten Statements, Beiträge und Reports, die wir für unsere Arbeit als zielführend betrachten, für Sie zusammengestellt. Warum? Weil über den „Sinn“ viel Unsinn geschrieben wird, deshalb haben wir hier die sinnstiftenden Beiträge kurz zusammengefasst (ohne Anspruch auf Vollständigkeit. Alle Rechte liegen bei den vorgestellten Unternehmen)
„The purpose of business is business.“
Nobel Prize winning economist Milton Freidman once wrote that there is “one and only one social responsibility of business – to use its resources and engage in activities designed to increase its profits, so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.“ (Capitalism and Freedom, Milton Friedman, 1962)
Why business must harness the power of purpose (By EY Beacon Institute)
Für unser Strategieverständnis gilt: Purpose ist mehr als das klassische Unternehmensleitbild. Es geht nicht darum was man macht oder welche Strategie man verfolgt, es geht um das Warum.
Im Idealfall ist der Purpose die Philosophie hinter dem Geschäftsmodell, der sinnstiftende Wesenskern und damit die Leitmaxime für alles Handeln.
5 Key Benefits of Higher Purpose Programs
There are five benefits that motivate these firms and should motivate yours.
From David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet, a global marketing and branding consultancy.
Put Purpose at the Core of Your Stratgey
„We argue that the role of purpose must shift from the periphery to the core of strategy. Articulating a compelling purpose and following it through with leadership commitment and financial investment, can be used to shape a sustainable profitable growth strategy…..You must ask why does your company exist? What is its impact on society? Why should people want to work for you? In today’s world, the answers to these questions cannot just be money. Companies must recognize they have a bigger role to play, and that they can transform the world around them.“
Thomas W. Malnight
Purpose Economy steht für die Formulierung eines höheren Zwecks jenseits von Zahlen und definiert ein neues Selbstverständnis von Unternehmen. Eine neue Generation fragt massiv nach dem „Warum?“ und dem „Wozu?“. Sie wählen ihren Job nicht mehr ausschließlich, um Geld zu verdienen.
Prof. Dr. Bernd Ankenbrand
Put Purpose at the Core of Your Strategy
How can companies become more focused on the outside world and its opportunities? How can we take big leaps rather than small steps? How do we become proactive and ready to lead our industries? Our research has found that the answer is – Purpose.
Thomas W. Malnight, Professor of Strategy and General Management at IMD
Building Business with purpose
„Heightened demands from stakeholders have driven a major shift towards building business with purpose. For many large companies, this has evolved beyond corporate social responsibility to business transformation and the need for a redefinition of business models, practices and culture.”
Cyril Garcia, CEO of Capgemini
„No. But combined with a commitment to creating living, evolving brand experiences and the recognition that brands must be powered from the inside out through culture, capabilities and engagement, it’s an essential ingredient of relevance. And in today’s fast-moving world, that’s the currency that matters most.“
Mike Leiser, Prophet
The future of business will be driven by purpose
„The business of business has got to be society. That might make them much more “human” places. People want a purpose in life. Making shareholders rich is not a really motivating purpose. Making a society rich is better….In some way we’ve got to begin to redefine the purpose of a company so that it’s not just making money for itself, but it’s actually creating a life for its people. But I don’t see any models yet of that. We’ve got to change the capitalist idea so that it’s more human-based and less money-based.“
Charles Handy / Roland Berger Think:Act
A purpose-driven brand really asks the question of, why does my brand exist?
That’s not necessarily to make profit or revenue or be relevant to competition. It’s where it exists in the world.
„Having a nice CSR program doesn’t make you a purpose-driven brand.“
„A comprehensive application of brand purpose beyond specific cultural moments is necessary for communicating authenticity, especially when trying to reach younger consumers — the type who are less frequently buying from traditional packaged goods companies in categories like soda and beer.“
Todd Kaplan, PepsiCo’s VP of marketing
„Positioning around a functional or emotional benefit isn’t enough anymore, with purpose instead emerging as the heartbeat of modern brands and as a key ingredient in what makes a brand become — and stay — relevant. Brands with purpose stand for something beyond their product or service, and consumers know it. These are brands that can always answer two questions: What do we believe? And why do we exist?
Purpose has become one of the best ways to inspire people, both internally and externally. And it’s essential to creating shared value. Brands with purpose don’t just transact with people; they deliver something more, an intangible element that becomes part of an ongoing relationship.
Industry research backs this assertion up, including a recent study that found that brands with a strong sense of purpose grow at rate 2x that of those that don’t. Our own Prophet Brand Relevance Index shows time and time again that components connected to how consumers interpret brand purpose propel “meaningful” brands to the top, led by the likes of Amazon, Netflix and Apple. Brands like Pinterest are beloved, while others lacking a strategic purpose may be used but lack relevance. Facebook, for instance, doesn’t even crack the top 100 in our latest ranking.
Consumers can name many coffee brands, but they know Starbucks. When they lace up their sneakers or use Nike+ to track their morning run, they believe Nike is hoping to inspire the athlete inside them.
This sense of purpose isn’t just about winning with customers. It’s the No. 1 reason millennials choose to work for a given employer, studies have found — sometimes even trumping salary. It is then through a clear purpose that companies can attract and retain exceptional talent. It’s also essential to appeal to potential partners and is the foundation for creating a meaningful experience.
Of course, this is not to say that purpose is the only thing that builds relevance, or that it immediately translates to higher sales. Brands must do many things right to succeed. But it’s increasingly clear that the brands that fare the best and are the most differentiated from their competition are those with a crystallized strategic purpose.“
‘Becoming Purposeful’ is a research report that outlines the four fundamentals of what makes an organization truly purpose-led, and also explains how to action them in your business. Speaking to business leaders from Nationwide, eBay, The Co-operative Bank and more, it arms leaders of change with knowledge of how to chart their business’ journey toward becoming truly purposeful.
Run with Purpose
To affinity and beyond
The purpose principle