A good purpose statement isn’t just something painted on your office wall that sounds nice when you read it. It’s a critical element in the big picture of running a company that attracts dedicated clients and talented employees. Creating consensus among a leadership team on what exactly their purpose is can be challenging, but it’s absolutely critical if they wish to gain the advantages that purpose-centered companies enjoy.
Fortunately, there are clear criteria that purpose statements can be measured on. As you and your team work to craft your purpose statement, use these criteria to rate the statement drafts that the team creates. Rate the drafts 1-5 points for each criteria. Combine the best elements from top scoring drafts to form your final purpose statement.
Keep in mind, the goal is not to make everyone 100% happy. Disagreement is a sign that you have a valuable diversity of thought in your leadership team. The goal is to reach the highest level of consensus. This scoring rubric helps to reduce the subjectivity of the process and provides a basis for reaching an outcome that everyone can agree on.
Once you have your statement completed, ask each leader to speak to what it means to them personally and what actions they can take with their teams to help the company achieve its purpose.
Speaks to the WHY – what we value and believe in.
Can be used as a north star to guide thought and action.
Well crafted and sounds good.
Relates to a desirable future state.
Points to what we are uniquely great at.
Measurable and within the bounds of what the organization can accomplish.
Creates an emotional impact.
Reflects the common vision of the leadership team.
Promotes Profitability. Guides investment.
Embodies our competitiveness & staying power.
Inspires our staff. Attracts best talent.
Leads the pack. Embraces creativity.
Builds loyalty with vendors, customers, investors, staff.
Supports social & environmental well-being.
Guides management decisions & priorities.
Purpose Statement Scorting Matrix
With time and focus, any individual, any business, can significantly level up their creativity, a critical capability for success in the 2020s.
We’ve posted dozens of tips and tricks on how to do that (check out scrappyafsolutions.com/strategies-for-building-creativity/), but this post is about identifying which of the 9 intelligences are your strengths and which are weaknesses.
Knowing this can help you hone in on your underdeveloped areas in order to round out your creative capacities. The more areas of your brain you strengthen, the more capable your brain becomes in making new connections – the key to exceptional levels of creativity.
Take an honest assessment of yourself and stay tuned for exercises to help you with your specific problem areas.
We get the word brand from the ancient North Germanic language Ole Norse. Originally, brand referred to a piece of burning wood. Then late Middle English, brought a new definition: “to mark permanently with a hot iron.” It wasn’t until the 1600s that brand evolved again to mean a mark of ownership made by branding – think Dutch East India Trading Company.
Putting a unique mark or logo on a business’ property serves many practical purposes, but these days branding has evolved into so much more. You may have nailed your logo and slogan, but depending on the industry you are in, you may have dozens of additional modalities for expressing your brand, capturing market attention and outflanking your competition. Check out our list of brand elements along with some winning examples of each to help you get ideas on how you can take your brand to the next level.
Landscaping – In N Out Burger
Retail space design Apple
Culture – Zappos
Copy-writing – Uber
Reposts are welcome with reference back to this original version produced by a collaboration between HeartBrew and ScrappyAFsolutions
How well you develop your creative capacities will be the single most significant determinant for how well you are able to take advantage of the unprecedented opportunities of the exponential age (2020s and beyond).
Follow these 10 tools and tactics to take your creativity to the next level.
Would you pay your marcom team to play a game? How about if it boosted their creativity and made them a more collaborative team.
Pitch Me is a game that’s great for inspiring fresh thinking, creative marketing concepts, and new ways to stretch your marketing dollar.
The game is quite simple. There are 4 envelopes, each with a label: Channel, Budget, Target Market and Offering. Each of these envelopes contains 10-12 cards. Each team draws one card from each envelope to create a fictitious marcom “client,” a business leader (role-played by one or more judges) looking to take their solution to a specific target market, through a specified channel and with a defined budget. It’s the team’s job to craft a pitch to present to the “client” in order to win their business. Teams are given 15-30 minutes to work up their pitch (sketch boards, graphics, jingles, ad copy, dance routines, whatever), then they get 5 minutes to pitch their marketing plan, Shark Tank style. If you have 7 of fewer folks in your marcom team they should all work as one team. 8 or more and you should break them into teams of 4-7 members each.
Judges can use whatever criteria they like (funniest, best crafted, most likely to succeed, most comprehensive, etc.). The main goal is to let the creative juices run wind and free for a bit, have some fun and step up collaboration within your marcom department. I’ve definitely seen this game bring out hidden talents in teams. Even teams that have been working together for years. Also, I’m sure it comes as no surprise to many of you, but the most creative ideas I’ve seen in this game always come from teams that drew super low budgets.
I encourage you to create your own cards for the envelopes, but below are some ideas to get you started. [Thank you to PMG North Bay for the inspiration.] Have fun and please share your ideas for more cards.
Time Management Consultant
Handcrafted Gluten Free Paleo Bacon
A 13 Year-Old Who Created a Lawn-mowing Company
A Used Car Dealership
Premium Wine Club
Local Hot Sauce Company
LGBT and Advocates
Print (Newspaper / Magazines)
TV and Streaming
Billboards (Physical Ad Placements)
Advertisements Before the Movie
Thought leadership content has become the new currency of trust in B2B marketing and sales. Get this right in the 2020s and you’ll dominate your competition. Download this guide for building out your killer content flywheel.
Surf and Sales founder and B2B Sales Podcaster, Scott Leese, hosts Colt Briner for Tequila Tuesday.
Scrappy AF Marketing founder Colt Briner shares his best strategies for prospect engagement in high-dollar, enterprise selling contexts. Corporate gifting, awards, engagement events, dimensional mailers and more.
The 2020s will see companies thriving or dying based on how well they operationalize and communicate their purpose. To be clear, a platitude printed on a coffee mug does not make a business purpose-driven. Truly operationalized, genuine purpose is what’s really going to separate winners from losers in the coming decade. Getting your company on the right side of that line starts with having honest conversations about purpose.
When I am called in to support an organization in becoming purpose driven, the first thing I do is separate and interview the top execs. It’s a bit of an ambush, but it always reveals many valuable insights on where they are aligned, where they are split and where they have collective blind spots. Here are some of the questions I use:
Step one for operationalizing purpose is getting your company’s executive leadership aligned on the responses to the questions above. It can be challenging and even uncomfortable to push through the conversations needed to gain alignment, but it’s worth it. Attempting to operationalize a company’s purpose without strong executive alignment is going to do more harm than good and will always land you right back on square one eventually.
Image from Multivariable Solutions:
Why is purpose so important in the 2020s?
Two reasons: Customers and Employees. If either of those two things are important to your business, then operationalizing and communicating a genuine purpose for your business must be a critical area of focus for you in the 2020s.
How do we know purpose matters to customers? These days consumers are more empowered than ever with dozens or even hundreds of product choices just a click away. There are thousands of examples to point to for how effective purpose is at attracting customers, but here are a few that are very recognizable:
How does that shake out when we look at businesses in a more generalized way?
So what about employees? If you’re paying someone to work, why does purpose matter?
These days people are less and less satisfied with exchanging their life energy simply for a paycheck. There is a dizzying spectrum of opportunities for individuals to either create or be a part of something that feels aligned with their beliefs and priorities. Micro-financing, micro-facturing, kickstarter websites, and online goods and services marketplaces make it possible to start a business in nearly any sector within weeks. And now that retirement has been pushed out of reach for much of the working population, the question of “what is a worthy way to spend my life energy” has become a central factor in where and how people choose to work.
Employee Attraction & Retention
Defense From Disruption
Employees in purpose-centered companies are:
(From Great Place to Work’s Research into the FORTUNE 100 Best Companies to Work For® List)
If you want to learn more about how to win with purpose, check out:
Purpose-Driven Self Assessment for Business Leaders
Tying Purpose to Human Needs
These days both customers and employees have every opportunity to spend their money and their time with other companies. More and more, the element that drives loyalty from both groups is a company’s purpose. Check out The Value Of Purpose for the hard numbers. Suffice it to say, purpose is going to be a major factor for business success in the 2020s – think manufacturing robotics in the 1970s or social media in the 2010s.
But, be careful because purpose is a double edged sword. Companies that fake it can be seen as disingenuous, insincere and downright dishonest. When a company’s purpose is just a platitude customers and employees alike become resentful. In this era of woke-ness the public radar for corporate BS is finely tuned and being the target of cancel culture’s ire can be crippling for a business. The only way to make purpose work is to work your purpose. Don’t just paint some pretty words on the break room wall, walk your damned talk. Operationalize your purpose.
Below is the self-assessment we provide our clients so that they can quickly gauge how true they are to their purported purpose. We typically ask 3 to 5 of the top execs to complete the assessment. If they don’t average more than 75% on a given item we build out a game plan to address it.
0% — 10% — 20% — 30% — 40% — 50% — 60% — 70% — 80% — 90% — 100%
In your dreams On a good day Nailed it
Our company serves a clear visionary purpose with present-day relevance
Our employees keenly understand how their work serves that purpose
Our purpose inspires and motivates our employees
Our leaders understand the benefits of being purpose driven as a company
Our customers see their patronage as a means to participate in and support our purpose
Our business objectives, goals and measures are tied to our purpose
Our strategic decisions are guided by our purpose
Our innovation efforts are guided by our purpose
Our purpose differentiates us from others in the market
We are achieving our purpose
Is your company purpose driven? What other statements would you add?
If you need help in transitioning to a purpose driven culture get in touch with us.