bbmn steve fuller: transforming your business on purpose

THE FUTURE BELONGS TO COMPANIES WITH PURPOSE

“BUSINESS IS THE MOST POWERFUL FORCE IN SOCIETY TODAY. IT’S MORE POWERFUL THAN RELIGION, THAN NATION STATES… IF BUSINESS DOESN’T HELP ADDRESS SOCIAL AND ENVIRONMENTAL ISSUES, THEY’RE NOT GOING TO GET ADDRESSED.”Jerry Greenfield (Ben & Jerry’s co founder)

BUSINESS IS MORE TRUSTED THAN GOVERNMENT IN 21 OF 27 GLOBAL MARKETS (EDELMAN TRUST MONITOR330,000 RESPONDENTS)

SO WHAT IS THIS THING CALLED PURPOSE?

“MORE THAN EVER BEFORE, THEBUSINESS THAT WANTS TO ACHIEVE LONG-TERM SUCCESS MUST EARTH ITSELF IN A SURE SENSE OF WHY IT EXISTS, WHAT IT STANDS FOR, AND WHY IT MATTERS...”

“...AND THAT PURPOSESHOULD BE SELF-EVIDENTIN THE VERY PRODUCTS ANDSERVICES IT PROVIDES, HOW ITORGANISES ITSELF, AND HOW ITCONDUCTS ITS DAILY BUSINESS.”DAN GRAY, VISITING FELLOW OFTHE ASHRIDGE CENTRE FOR BUSINESS

WHAT IT ISN’T?

NOT CORPORATE SOCIAL RESPONSIBILITY (CSR) BUT A CORE BUSINESS STRATEGY

NOT A PROJECT BUT A MODEL FOR BUSINESS

NOT BUSINESS AS USUAL BUT AN OPPORTUNITY TO DESIGN SOMETHING BETTER

THE BIG QUESTION WHY ARE YOU IN BUSINESSOTHER THAN TO MAKE MONEY?

IT’S NOT ABOUT SMART PEOPLE IT’S ABOUT A SMART PLANET

IT’S NOT ABOUT BILLS IT’S ABOUT MILLS

IT’S NOT ABOUT BUILDING HOUSES IT’S ABOUT BUILDING A BETTER WORLD

SO WHERE ARE WE TODAY? WE GET PAID TO GROW RENEWABLES, RECYCLING & REGENERATION BUSINESSES

SO WHERE ARE WE TODAY? WE GET PAID TO PROMOTEHEALTH, EYE CARE AND DENTAL CARE

SO WHERE ARE WE TODAY? WE GET PAID TO TACKLE THE STIGMA ASSOCIATED WITH HOMELESSNESS, SOCIAL HOUSING AND EVEN DEATH

SO WHAT IS THIS THING CALLED PURPOSE?

#1PURPOSE DRIVEN CULTURE EATS STRATEGY BEFORE BREAKFAST

#2IF YOU WANTTO BE DIFFERENTMAKE A DIFFERENCE

#3TOP RIGHT HAND CORNER IS THE NEW BOTTOM RIGHT HAND CORNER

#4PURPOSE POWERS ATTRACTION

#5LEADING BY EXAMPLE

#6LOYALTY THAT CAN’T BE BOUGHT

#7KEEP THE TALENT IN THE TEAM

RESEARCH CONSULTANCY GLOBAL TOLERANCE HAS FOUND THAT 62% OF UK MILLENNIALS WANT TO WORK FOR AN ORGANISATION WITH A POSITIVE IMPACT ON THE WORLD, WHILE 53 PER CENT SAID THEY WOULD WORK HARDER IF THEIR COMPANY BENEFITED SOCIETY.

#8PURPOSE IS A TOOL FOR INNOVATION

#9FIT FORTHE FUTURE

#10MAKES YOU MORE INVESTABLE

TIP #1ASK THE BIG QUESTION

TIP #2BUILD A CULTURE ON VALUES NOT VALUE

TIP #3DEVELOP PRODUCTS, SERVICES & INNOVATE AROUND AN AGENDA NOT A BALANCE SHEET

ANY QUESTIONS?