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As this statement rightly points out, most of our organizations have their Mission, Vision, and Values. But how well are these aligned with creating value for our customers and generating revenue?
Various studies and brand purpose indices indicate that organizations need to be guided by what makes them unique, by their driving force, the pursuit of excellence, which sometimes gets lost or diluted along the way. But how can they reconnect? How can they turn this into the driving force of the business?
In this session, we analyze various Brand Purposes that are relevant and can serve as inspiration:
The process of aligning senior management on strategic issues such as the vision, soul, and DNA of the business is often unclear to improve performance and relevance. Therefore, we will delve into developing a clear and powerful Brand Purpose for our organizations by extracting the soul of our brands with one of the most interesting methodologies created by the Soul Institute.
On this occasion, we use the Corporate Soul board (Attached in the Deck below) which allows us to extract and amplify what makes the business unique? What is its essence?, its soul… it allows us to discover the driving force of our businesses, not only to make money, but also to contribute to providing more value to our customers, helping the growth of our collaborators and communities.
Once the Brand Purpose was aligned, the next step was for executives to define their Big Hairy Audacious Goals (BHAGs). By exploring Chat GPT, hundreds emerged, our top 5 were these:
We didn’t see any where it said “having the best-paid collaborators on the planet” or “being the ones who pay their suppliers immediately” or “being the largest employer of seniors,” so there is room for our businesses if we want to innovate.
The following Friday we will continue with Module 4: Go-To-Market, Market Potential & Market Size, where we will explore how these estimations are made, since even in countries or international organizations, measurements do not coincide in such a way that we can have greater visibility when executing growth strategies.
The “Growth Strategy Fridays” are Onlive workshops lasting 2 hours each week from 8:00 to 10:00 AM Chicago/CDMX time. These sessions cover corporate growth strategy topics through a program that reviews methodologies and Harvard case studies of the world’s most iconic brands. In each module, I introduce one of the executives from these brands, with whom I’ve had the opportunity to collaborate, so attendees can directly ask them questions and network with them.