Agenda. Better Business, Better World

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1 Dick Brunton Colmar Brunton Sept

2 Agenda The stakes are high re CE Purpose and its role in the EE and CE Creating profit by creating purpose The evidence, examples globally/locally Where is your organisation on a continuum? How to find purpose How to outwork it into the CE The leadership challenge

3 I just felt so empty It was heartbreaking It took me ages to get over it I wondered how they could do this to me

4 You go through a range of emotions from contempt, disgust, to hopelessness, to depression to outright being *%&#ed off

5 I just saw red and I wanted to make them pay

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7 It s like you just go ahhhh and relax

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9 Did the second worker motivate himself, or was he inspired by his boss? (Receptionist) (Cleaners) (Maori storyteller)

10 People are meaning makers and meaning seekers (CFO)

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12 Purpose is the most powerful motivator in the world. The secret of passion and energy truly is purpose A cause to stand for unleashes energy, no matter if its one about creating incredible experiences for people who give you business or one that involves saving the world When you shift from self-centredness to a heart-felt commitment to serve, your life cannot help but explode into success ROBIN SHARMA

13 My proposition is that an organisation with a big ideal, a higher purpose, a crusade Is more attractive to customers/prospects Is more motivating to employees Who act out of instinct and not just the rule book To deliver a better and differentiated customer experience Information economy to purpose economy (emerging)

14 But, does purpose make money?

15 A partnership between Jim Stengel (global marketing officer for P&G and Millward Brown Optimor (world s largest brand equity database) Wanted to understand what drove the world s fastest growing businesses 50,000 brands over 10 years, covering boom and bust times Drilled down into the top 50 to understand what the world s best brand value builders had in common (Read Chapter 2 of Grow for detail) The team was totally unprepared for what they found

16 The world s fastest-growing enterprises were organised around ideals of improving people s lives and activated these ideals through their business ecosystems. Ideals-driven companies inspire their consumers, inspire their employees and outperform their competitors. I ve studied this, I ve seen it, I ve experienced it, and I believe it s the only way forward. JIM STENGEL

17 The world s best brands are built around a big ideal. They serve a bigger purpose that extends beyond the category. Their brands are committed to making a difference in the lives of their customers. They tap into universal human values. They have a point of view and they invite consumers to share in their point of view. A COMMON SET OF BRAND BUILDING ELEMENTS Brand Artist Heritage IDEAL Experience Excellence Single Minded Organisation One Voice Act Big Co-create Build Buzz Design Brand Culture Create collections Price /Value ENGAGEMENT DRIVERS

18 Self expression Authenticity Wellbeing Connection Sustainability The ideals of the fastest growing brands were aligned with 5 human values

19 Universal human truths transcend your immediate category Improving women s self esteem Dirt is good Making everyone feel happy Liberating people through the universal availability of information Inspiring moments of optimism and happiness Uplifting mind and body People against dirty

20

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22 WHAT TYPE OF ORGANISATIONS IS YOURS? Stuck in shareholder value model Trying to do customer value, but frustrated This is where the world s best brand value builders are

23 CUSTOMER EXPERIENCE FROM THE HEART IDEAL

24 VS A SOULLESS EXPEREINCE

25

26 THE BIG QUESTION: How does (could) my organisation make a positive difference in the lives of my customers (in a way my competitors don t?)

27 What grieves us about how... market is currently served? What do we believe about the industry, what s our point of view? What do/could we stand for? Against? Really? What could we change or put right? How could we make a difference?

28 The solemn atmosphere you find in the concert hall with classical music, intimidates most people and keeps them away. At one of our concerts you ll see me and the orchestra, and the audience too, all having a lot of fun together My dream is to make the whole of classical music accessible for everyone

29 The solemn atmosphere you find in the concert hall with classical music, intimidates most people and keeps them away. At one of our concerts you ll see me and the orchestra, and the audience too, all having a lot of fun together My dream is to make the whole of classical music accessible for everyone

30 New Zealanders are hospitable and innovative. Be yourself. Treat everyone like a friend. To create inspiring journeys in a distinctively New Zealand way

31 New Zealanders are hospitable and innovative. Be yourself. Treat everyone like a friend. To create inspiring journeys in a distinctively New Zealand way

32

33 POINT OF VIEW Good things take time (Mainland) Food should be made with love (Ernest Adams?) Food should be fun (Bluebird, Cheezels?) Dirt is good (Persil)

34 DON T LET THE CRUSADE BE JUST A GREAT AD! IF YOU REALLY, REALLY, REALLY MEANT IT (THE CRUSADE) WHAT WOULD YOU DO? What kind of customer experience does it call for?

35 1. Introduction Experience (establishing credentials) 2. Site Survey Experience (probing experience) * 3. Pitch Experience (currently inconsistent) * 4. Negotiation Experience 5. Pre-install Survey Experience 6. Trial Experience 7. Contract Experience * 8. Ordering Experience 9. Delivery Experience 10. Install Experience (includes charts/manuals) 11. Training Experience * 12. Ongoing Service Experience (problem solving/break down experience) 13. Ongoing Account Management Experience (face-to-face, electronic) 14. Invoicing experience 15. Price increase Experience * 16. Exit Experience 17. Communications Experience (including website)

36 You came, you saw. Tell us your first impressions Keep it short, keep it real We kept you warm and cosy in our community. Did you feel it too? Your wish is our command small or big. We were always on our toes to ensure your everyday needs were attended to and your requests fulfilled. Please let us know your thoughts

37 A big food company making every day products INSIGHT Many everyday meals are monotonous POINT OF VIEW No meal should be boring BRAND Inspiring everyday MISSION To make every day meals Wow ; to make every day delicious (Kraft UK) EXECUTION Food in a minute (HW); Serving up inspiration (Countdown)

38 Many crusades crash because of expediency, pressure to deliver short-term, and a wafer-thin commitment The most valuable brands are built and sustained, not by marketing departments, but by brand-minded CEO s Modelling the way Reach and frequency Gravity will always pull towards the inward-focus You will have to fight. Do you have the courage?

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