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Conversations with leading executives and CMOs reveals that top companies are using purpose as a source of strategic advantage, going far beyond corporate social responsibility.
The term “company DNA” is sometimes used as a shorthand for an organization’s culture and strategy — a metaphor for what makes it unique. But there may be more to the metaphor. Understanding your company’s DNA can help you know what you can and can’t do, and how to achieve agility and authenticity in a changing world.
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.
Discover how to create a narrative that energizes your executives, inspires employees, excites partners, and attracts customers.
What if an entrepreneur maximized jobs instead of profits? Learn about how a special group of innovators are creating business models designed to employ people with special talents and circumstances.
Most leaders think of purpose as a purpose for. But what is needed is a purpose with. Developing a shared purpose is the critical for connecting with customers and employees in the social age.
Written in May 2016, this post proposed an alternative narrative for the Hillary Clinton's campaign.