Simon mainwaring codacon presentation - 18 jan2017

PURPOSEFUL STORYTELLING:The future of marketing to drive business growth and social impact.

Simon MainwaringFounder, We FirstJanuary 18, 2017

1© We First, Inc. 2017

Why is purpose important?

1. How do you connect with parents and kids on a deeper level?

2. How do you get more out of your employees?

3. How do you differentiate yourself from your competitors?

© We First, Inc. 2017

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First, the world we live in.


Every company, brandAnd marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.


Marketing has changed…

– Digital disruption – Quantified self– Social media – Peer-to-peer– Mobile commerce – Big Data– Internet of Everything – Wearables

Culture has changed…– Climate change– Wealth inequality– Water scarcity– Over-population– Healthcare costs

– Environmental damage

– Loss of biodiversity– Gender inequality

Consumers have changed…

– Media-savvy– Well-informed– Socially-conscious– Hyper-connected

– Consumer activists– Mobile focused– Values-driven– Always on


Shift from Me First to We First Branding.

ME FIRST BRAND

Opaque

Defensive

Disingenuous

Self-directed

Isolated

Profit for profit’s sake

Traditional mindset

Reactive

Schizophrenic

Shareholder

Dysfunctional

Broadcast

Status quo

Promotes advertising

WE FIRST BRAND

Transparent

Accountable

Authentic

Community-facing

Connected

People, planet, profit

Innovative mindset

Proactive

Consistent

Stakeholder well-being

Purposeful culture

Innately sharable

Future facing

Shapes culture


The business case forpurposeful storytelling.


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.


HBR 2015 The Business Case for Purpose Survey

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

Purpose drives profit.


Purpose defines the values of a company.

Relationships determine the productivity, profit andreputation of the brand.

Values define how stakeholders relate toeach other.

How purpose drives profit.


1. Purposeful Storytelling.


PURPOSE:

(Noun) The reason for which something is done or created or for which something exists.

(Verb) One’s intention or objective.


1. Own a fundamental human property.


2. Declare your mission, vision and values.


MISSION:

(Noun) An internal-facing description of why and how your brand exists - what you will do to achieve your purpose.

The mission ensures all stakeholders understand who the brand is and what it stands for.


The Giving Keys The Honest Company Innocent Smoothies Walt Disney Company

Inspiring the world to pay it forward.

To simplify your life and bring

more delight to every day.

To help people live well and die

old.

To strengthen communities by providing hope, happiness, and comfort to kids

and families who need it most.


VISION:

(Noun) The future you aspire towards. It articulates the change you want to create in the world.

The vision inspires all stakeholders to realize an aspirational future.


The Giving Keys Dove Feeding America

Who we’ll be tomorrow is not defined by who we

were yesterday. The space between intention

and greatness is filled with hard work. Paying it

forward is the ripple effect that will change

the world.

A world where beauty is the

source of confidence, not

anxiety.

A hunger-free America.


3. Be specific.


PURPOSEThe reason for our existence focused on who we serve and how

VALUESWhat we stand for

MISSIONWhy we are here

CAMP BRAND STORYThe distilled idea that takes us from the present to our envisioned future

CAMP STORYArticulation of our purpose

VISIONWhat we aspire towards

CONTRIBUTION STORYArticulation of our purpose

COMMUNITY STORYArticulation of our purpose

POSITIONINGThe proprietary position we seek to own in the market, vis-à-vis competitors

How it all works together.


Simplicity is compressed complexity.


Examples of Compressed Complexity.


Who does it apply to?- Leadership to employees- Employees to employees- Company to consumers- For-profit company to non-profit partners- Private sector to public sector- Way of being in the world


KEY TAKEAWAY:The future of profit is purpose.


KEY QUESTION:What fundamental human property

does your brand own?


2. Internal Storytelling.


Purpose increases employee loyalty & tenure.

PwC | Putting Purpose to Work 11

Linkage between loyalty and a sense of purpose

Bases: 1,510 full and part-time employees and 502 business leaders in 39 industries around the US.Source: PwC’s Putting Purpose to Work Survey

Millennials are 5.3X more likely to stay when they have a strong connection to their employer’s purpose.

Non-millennials are 2.3X more likely to stay when they have a strong connection to their employer’s purpose.

81% of business leaders think that purpose can impact their employee satisfaction and retention.

Yet, only 27% of business leaders help employees connect their own purpose to the work of the company.

5.3X 2.3X







5.3X 2.3X







5.3X 2.3X

5.3X

2.3X









5.3X 2.3X

PWC, 2016 ‘Putting Purpose to Work’ Report© We First, Inc. 2017

2015 Imperative & NYU Workforce Purpose Index

purpose-oriented workers at work 15

2015 Workforce Purpose Index • © Imperative

Purpose-Oriented Workers Are Ambassadors

Purpose-Oriented Workers are sig-nificantly more likely to recommend their employers to others than their peers. These workers are ambassa-dors for their organizations, generat-ing high employee net promoter scores (eNPS).

In contrast, Non-Purpose-Oriented Workers were much more likely to be detractors (41%) than Purpose-Ori-ented Workers (23%). Employees who are detractors may be actively hurting the organization’s reputa-tion.

As high eNPS scores are correlated with high performance, retention, and brand reputation, Purpose-Ori-ented Workers are more likely to pro-vide high value to their employers.

eNP

S S

core

50

25

0

-25

-50Work Orientation

24

-9

eNPS Score by Work Orientation

Purpose Oriented

Non-Purpose Oriented

EmPlOyEE nET PROmOTER ScORE

Leading employers use Employee Net Promoter core e P to measure the state of their workforce. eNPS is a simp e metric t at identi es et er employees are Promoters, Detractors or Passives when it comes to recom-mending their organization as a great place to work.

Purpose-oriented workers are significantly more likely to recommend employers to others.

Purpose-driven employees as brand ambassadors.


2015 Imperative & NYU Workforce Purpose Index

The benefit of purpose-driven employees.


CLIF BAR & COMPANYCompany-wide culture of caring


Path of Service™

• Launched in 1992

• Provides full time employees up to 40 paid service hours per year

TIMBERLANDCreating rituals and traditions


DISNEYEmployee recognition through online platforms and awards.


SOUTHWESTCelebrating real employees making a difference.


KEY TAKEAWAY:Inspire, engage and reward employees

so they become advocates.


KEY QUESTION:If you had to describe your company

culture in one word, what would it be?


3. CommunityBuilding.


Consumers are now storytellers.

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

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

That story isn’t static but must evolve and mature.


Celebratory storytelling.

BRAND


vs. Self-directed storytelling.

BRAND


1. Consumers build brands.


2. Encourage co-authorship/co-creation.

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3. Celebrate customers and your community.


Stories worth telling.Stories about your camp, kids, contributions and community.


KEY TAKEAWAY:A brand must be the chief celebrant,

not celebrity, of its community.


KEY QUESTION:What consumer benefit will your

brand celebrate?


3. Cultural Leadership.


People rise to the conversation you grow around them.


Family.

49

Confidence.

50

Second-Chances.

Dove Real Beauty


Time

Tac

tics

an

d c

on

vers

atio

n t

hem

esC

on

versation

leadersh

ip

Different tactics accumulate over time to define, shape and lead

the conversation.

2006 Model transformations Self-esteem fund

2005Real bodies

2004Vote for real beauty

2007 Beauty comes of ageUnrealistic beauty

2010 Self-esteem mentorsSelf-perception

2015 Choose beautiful

Dove Real Beauty


PatagoniaResponsible Consumption


Time

Th

emes

an

d T

acti

csC

onversation leadership

Different tactics accumulate over time to define, shape and lead

the conversation.

2005Common Threads Recycling Program

2007Footprint Chronicles

2010Common Threads 5R Program

2011Don’t Buy This Jacket2009

Sustainable Apparel Coalition

2013Worn Wear

2015Worn Wear Tour

PatagoniaResponsible Consumption


The goal is to transcend yourproducts, services and category to

positively shape communities.


KEY TAKEAWAY:Be a mission with a company, not a company with a mission.


KEY QUESTION:What conversation will your

brand lead?


1. Define a simple, consistent and emotional brand story.

2. Empower employees to share your camp, culture, contribution and community stories.

3. Let your mission define your marketing.

3 Key Takeaways


Thank You!

For Slides or Questions, email:[email protected]

@SimonMainwaring

Simon mainwaring codacon presentation - 18 jan2017

Marketing

Transcript of Simon mainwaring codacon presentation - 18 jan2017