B2B Purpose Paradox

Key Points:

Purpose-driven companies make more money, have more engaged employees, more loyal customers, and are better at innovation and transformational change.
Once a marketing practice to support worthy causes and boost reputation, purpose is now embraced as a critical growth strategy.
Purpose can increase shareholder value by $1 Billion.
The question is no longer if an organization will state its purpose, but how it will activate that purpose authentically.
Employees are the priority audience for B2B purpose, followed by customers, shareholders, communities, future talent, and supply chain.
86% respondents believe that purpose is important to their business, yet only 24% said purpose is embedded in their business to the point of influencing culture, innovation, operations and their engagement with society.
The report discusses 4 main challenges that prevent full activation of purpose, with purpose being perceived as a PR tactic being the most significant challenge.
To ignite purpose, companies should identify their purpose ambassadors, drive purpose from senior leadership, embed purpose into culture, make employees their engines and measure the impact.
Enhanced purpose communications can pay off.
Measure impacts of activated purpose on new products or services, reputation, customer retention, growth, and ultimately sales.

Author: Carol Cone
Published: 2020
Focus: #Growth #Employees #Agility #Resilience #Measure #Statistics
Source: https://www.carolconeonpurpose.com/b2b-purpose-paradox

Read it

Want answers? We’ve got some good ones.

Inspired INC. the book, is an indispensable roadmap to getting the world onside to propel your business forward.

Buy the book and join an Inspired
Inc. book club in your time zone.

Experience it

Board & C-Suite Briefings

Keynote Speaking

Media Interviews

Webinars & Workshops

Bite size ways to get started.

Deliver it

We work with you to:

Assess what’s in the way of the best version of your business.

Co-create a path to deliver it in ways the world will get behind.

Leverage our proven roadmap.

Keep me inspired.
Sign up for updates & insights.

Read it

Want answers? We’ve got some good ones.

Available from online retailers, the book Inspired Inc. is an indispensable roadmap to getting the world onside to propel your business forward.

Experience it

Board & C-Suite Briefings

Keynote Speaking

Media Interviews

Webinars & Workshops

Deliver it

We work with you to:

Assess what’s in the way of the best version of your business.

Co-create a path to deliver it in ways the world will get behind.

Keep me inspired.
Sign up for updates & insights.

Buy the book and join an Inspired Inc. book club in your time zone.

Bite size ways to get started.

Leverage our proven roadmap.

Read it

Want answers? We’ve got some good ones.

Available from online retailers, the book Inspired Inc. is an indispensable roadmap to getting the world onside to propel your business forward.

Experience it

Board & C-Suite Briefings

Keynote Speaking

Media Interviews

Webinars & Workshops

Deliver it

We work with you to:

Assess what’s in the way of the best version of your business.

Co-create a path to deliver it in ways the world will get behind.

Buy the book and join an Inspired Inc. book club in your time zone.

Bite size ways to get started.

Leverage our proven roadmap.

Keep me inspired.
Sign up for updates & insights.

UNITED KINGDOM / NORTH AMERICA / AUSTRALIA