Purpose is Good. Shared Purpose is Better - Mark Bonchek - Harvard Business Review
Soyeun Choi stashed this in Fuel for Life
A better way to integrate services into a customer base. Of course, sincerity makes it work even better.
Purpose needs to be shared:
The first step is to recognize that there are different kinds of purpose. Sometimes purpose is about values — who you are and what you stand for. Other times it is about value — what you do and how it benefits others.
The ultimate goal would seem to be having your values and value aligned: have what you do reflect who you are, have what you stand for guide what you make, and have your value to the community enhance your value to customers and shareholders.
This goal is of aligning values and value is espoused by many eminent leaders, from Jim Stengel to Bill George. It's a core tenet in the field of corporate social responsibility.
But in a social age, this kind of purpose isn't enough. The problem comes down to a simple preposition. Most leaders think of purpose as a purpose for. But what is needed is a purpose with.
Customers are no longer just consumers; they're co-creators. They aren't just passive members of an audience; they are active members of a community. They want to be a part of something; to belong; to influence; to engage. It's not enough that they feel good about your purpose. They want it to be their purpose too. They don't want to be at the other end of your for. They want to be right there with you. Purpose needs to be shared.
Adidas is for, Nike is with:
Adidas: The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.
Nike: To bring inspiration and innovation to every athlete* in the world.
*"If you have a body, you are an athlete."
Dunkin Donuts is for, Starbucks is with:
Dunkin Donuts: Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.
Starbucks: Our mission: to inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.
The funny thing is, with some thought, it probably is fine that Dunkin Donuts is for and not with. I mean, they are donuts and, so, not the healthiest food. Seriously, DD might generate some "with" statement that could end up sounding like artifice. :) But the donuts are so good . . ..
Yes, can you imagine how dangerous they'd be if they could inspire your spirit with donuts?
Pepsi is for...
Mission: Our mission is to be the world's premier consumer products company focused on convenient foods and beverages.
Vision: PepsiCo's responsibility is to continually improve all aspects of the world in which we operate — environment, social, economic — creating a better tomorrow than today.
By contrast, Coca-Cola is with:
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Note how Coca Cola, like Nike and Starbucks, uses the word INSPIRE.