Simon Mainwaring - Better By Design Summit, March 13, 2017 - New Zealand

SIMON MAINWARINGFOUNDER & CEO, WE FIRST, INC.

[email protected]

Better by Design:Purpose-Led Innovation & Designing Your Culture

BETTER BY DESIGN CEO SUMMIT14-15 MARCH, 2017

©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT

Every CEO, company, brandand marketer is facing new

challenges to reach, engage andsell to hyper-connected, media-savvy, and always-on consumers

living in a challenging world.


UN SDG’sCOP21WEF

TechnologyInnovation

Social MediaAR/VR/AI

MillennialsGen-Z

Gen Alpha

YOUWhy Now?Purpose is driving personal, professional and marketing innovation in response to megatrends that are reinventing the role of business.


Consumers as content creators, producers and distributors.


WE FIRST BRANDTransparent

Accountable

Authentic

Community-facing

Connected People, planet, profit

Innovative mindset

Proactive

Consistent

Stakeholder well-being

Purposeful culture

Innately shareable

Future facing

Shapes culture

ME FIRST BRANDOpaque

Defensive

Disingenuous

Self-directed

Isolated

Profit for profit’s sake

Traditional mindset

Reactive

Schizophrenic

Shareholder

Dysfunctional

Broadcast

Status quo

Promotes advertising

WE FIRST BRANDTransparent

Accountable

Authentic

Community-facing

Connected

People, planet, profit

Innovative mindset

Proactive

Consistent

Stakeholder well-being

Purposeful culture

Innately shareable

Future-facing

Shapes culture


BUSINESS + PURPOSE

PURPOSE + LEADERSHIP

PURPOSE + EMPLOYEES

PURPOSE + COMMUNITY

PURPOSE + CULTURE


purpose(noun) : the reason for which something is done or created

or for which something exists.

(verb) : one’s intention or objective.


2016 Edelman Trust Barometer

80% agree

“An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

up from 74% in 2015

Consumers expect companies to do more than just make a profit.

©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2016 Globescan Regeneration Consumer Study

67% consumers

globally

are interested in sharing ideas, opinions and experiences with

companies to help them develop better products or create

new solutions

72% consumers

globally

believe in voting and advocating for

issues important to them

Consumers want to be part of the solution.

©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2015 Cone Communications / Ebiquity Global CSR Study

71% willing to pay more for

socially & environmentally

responsible products

Consumers reward purpose-driven brands.


The landscape of consumer activism.

©2017 We First Inc. BETTER BY DESIGN CEO SUMMITHBR 2015 The Business Case for Purpose Survey

Organizations that prioritize their values and purpose experience significantly more growth than those that do not.

Purpose drives growth.


Purpose-oriented workers expect to stay in organizations longer than peers, and are 50% more likely to be in the top positions.

Purpose increases employee loyalty & tenure.

purpose-oriented workers at work 14

2015 Workforce Purpose Index • © Imperative

Purpose-Oriented Workers Have Longer Expected Tenure

Purpose-Oriented Workers expect to stay in organizations longer than their peers. Tenure is a critical mea-sure for the workforce as it relates to both the costs of turnover to employ-ers as well as job satisfaction.

Purpose-Oriented Workers Are More Likely to Be Leaders

Purpose-Oriented Workers were 55% more likely to hold Director positions, 39% more likely to hold Vice Presi-dent or C-Level positions, and 50% more likely to be in the top position in their organization. Even when controlling for other factors, Pur-pose-Oriented Workers were more likely to be in leadership roles than their peers.

% o

f Wo

rker

s W

ho E

xpec

t to

Sta

y Lo

nger

Tha

n 2

Year

s

100%

75%

50%

25%

0%

Purpose Oriented

Non-Purpose Oriented

79%69%

Expected Tenure by Work Orientation

Purpose-Oriented Workers are 50% more likely to be in the top position in their organization.

Percenta e i erence et een Purpose riented and Non Purpose Oriented Workers by Occupational Level

Intern

P • eve xecutive

ntr eve •

ssociate

anaer •

r ana

er

Directo

r

President •

• ner

100%

75%

50%

25%

0%

20%

-25%

-15%

5%

55%39% 50%

2015 Imperative & NYU Workforce Purpose Index

©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2015 Imperative & NYU Workforce Purpose Index

The benefit of purpose-driven employees.


Defining your purpose…


Defining your purpose

because it’s hard to read the label from inside the jar.

is difficult


Purposeful leadership

because you are torn between a head-led past and a heart-led future.

is difficult


Uber

1. What is your enemy?


Empathy Family

2. What makes you, you?


3. What are you the only of?


DoveTo make beauty a source of

confidence, not anxiety.

UberCreating possibilities for riders, drivers, and cities.

NikeBring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete


‘For one, another’…

Leadership to employees…

Local to global employees…

For profit company to non-profit partners…

Private to public sector…

Business to the world…

Way of being in the world…

…this is how TOMS improves lives.


The most iconic brands of the future will be those with

the greatest social impact.


Strategic purpose drives sustainable profit.

KEY TAKEAWAY


BUSINESS + PURPOSE


PURPOSE + EMPLOYEES

PURPOSE + COMMUNITY

PURPOSE + CULTURE


Society/World

CHARACTER COMPANY COMMUNITY CULTURE

Purpose/Values Colleagues/Culture Customers/Partners

Your leadership opportunity.

©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT30

Addbransonandwomen

Purpose-Driven Leadership


CEOs Driving Change


CEOs Humanizing Brands


CEOs Defending Values


“I feel grateful to the people who helped me develop. Nobody can succeed on their own.”Sheryl Sandberg, COO, Facebook

“My biggest fear is that I become useless. My fear is a fear of being obsolete.”Paul Polman, CEO, Unilever

“You’ve got to share your soul and show them who you are, and not be afraid of it.” Howard Schultz, CEO, Starbucks

Vulnerability is strength.


A company will grow in direct proportion to the personal growth of its leadership.

KEY TAKEAWAY


BUSINESS + PURPOSE


PURPOSE + EMPLOYEES

PURPOSE + COMMUNITY

PURPOSE + CULTURE


CEOs leading with purpose.


38

Bringing values to life for employees.


Elevating the role of employees.


Recognizing and inspiring employees.


Incentivizing or rewarding purpose.


Engage the humanity of employees to inspire their advocacy.

KEY TAKEAWAY


BUSINESS + PURPOSE


PURPOSE + EMPLOYEES

PURPOSE + COMMUNITY

PURPOSE + WORLD


The first decision of a consumer isif they want to be part of your story.

To inspire participation, the consumer must be the hero of your story.

The story can’t be static, but must be an ongoing conversation.

Consumers are driving the story.


BRAND

Celebratory Storytelling


BRAND

vs. Self-Directed Storytelling


Shift from “Top-Down” to “Bottom-Up.”

Purpose

Values, Story

Products, Services

Community Engagement

Impact Purpose

Values, Story

Products, Services

Community Engagement

Impact

Company focused (inbound) Community focused (outbound)


Duracell #PowerWarmth Sport England: This Girl Can

a. Co-creation engages stakeholders.


b. Co-authorship drives amplification.


c. Collaboration inspires loyalty.


Be the celebrant, not celebrity, of your stakeholder community.

KEY TAKEAWAY


BUSINESS + PURPOSE


PURPOSE + EMPLOYEES

PURPOSE + COMMUNITY

PURPOSE + WORLD


People rise to the conversation

you grow around them.


Elon MuskSustainable mass transportation


Brian KrzanichConflict-free sourcing


Volkswagen Wells Fargo

Purpose washing being punished.


Brands must lead conversations that positively shape consumer

thinking and behavior.


STARBUCKS: SHARED PLANET


SharedPlanet

STARBUCKS: SHARED PLANET


CULTURAL CONVERSATION 2


Be a mission with a company, not a company with a mission.

KEY TAKEAWAY


[email protected]

www.WeFirstBranding.com

THANK YOU!

©2016 We First Inc.

BETTER BY DESIGN CEO SUMMIT 14-15 MARCH, 2017

Simon Mainwaring - Better By Design Summit, March 13, 2017 - New Zealand

Marketing

Transcript of Simon Mainwaring - Better By Design Summit, March 13, 2017 - New Zealand