In our digital world, our website provides a home base for our customers to learn more about us and even for our team to reference information.
Is your purpose on it?
There’s research to suggest that 60% of Americans don’t believe your company has a purpose unless it is clearly stated in places they can easily find
That tells me it should be on your website, most likely somewhere on your About page. Although the specific location is up to you, the point is to make it clear and public so all your stakeholders can easily find it.
Have you heard the one about branding and cows? You know, that the origins of branding goes back to when owners took a red-hot piece of metal and burned a cow’s backside with their specific mark so everyone else would know this cow was theirs.
Well, for many people, branding hasn’t changed much. They’re just trying to burn their logo into everything they possibly can so that it’s clear it’s theirs.
Just staking a claim isn’t enough to build a brand. Branding is as much top-down as it is bottom-up. …
One of the biggest challenges to running a purpose-driven business is that most of us don’t know what that means. So, let’s start at the beginning.
Sometimes the best way to understand something is to start by eliminating what it’s not. The three things I see most commonly equated to purpose right now are ESG, Social Justice / DEI, and nonprofit support. These things aren’t your purpose and pursuing them doesn’t necessarily make you purpose-driven.
To run a purpose-driven business, you must have a valuable reason for existing and a clear understanding of why that matters — then build a…
We all have experiences with brands that stick with us. Something happens that boosts our loyalty or, conversely, repels us from the company.
Given where budget dollars are invested, you’d assume that these experiences would come by way of the meticulously optimized and automated marketing campaigns or gloriously orchestrated conferences.
I’m willing to bet that while you appreciate these things, they aren’t the experiences that stick with you. These touchpoints are expected, and we’re quite aware of the machines making them happen.
In many cases, the experiences that stick aren’t expected at all and have two things in common: people…
I was sipping a cup of mint tea while listening to a virtual keynote delivered by brand builder, Nick Westergaard. (Yeah, like I had to say it was virtual).
When talking about content, he made the statement that “sometimes more is just more.”
An acute analysis of many a bulging yet superficial editorial calendar. We’re all trying to feed the SEO machine, build credibility, and hopefully reach someone in a way that engages them. But doing more doesn’t mean we’re creating something better, valuable, or even productive. It can just mean more.
For those of us trying to spend our…
Over the last month, I’ve gotten to visit two alma maters and share my story with students. One of the things I often get asked is how I’ve translated my degrees into the work I’m doing now.
I talk about theatre, collaboration, and storytelling skills the most, but I also mention that my literature background helps me, almost daily, tie points together into clear reasoning for the choices I make.
The word purpose, and the corresponding purpose-driven label, get applied to a lot of different things. If you’ve heard me speak before, you know that this is one of my favorite (or not) challenges about working in the space.
I recently read several studies on “purpose” only to discover that they were looking at something different, like social justice issues or sustainability.
It’s not that these things aren’t important or even relevant to many purpose-driven businesses, but that doesn’t mean the business has a focused purpose or that it’s running against a double bottom line.
Here are 3 things often…
I rewatched the movie the other weekend. I hadn’t watched it in a while and had only seen the edited for TV version. (Man, does Erin swear a lot).
For those who don’t know the story, Erin is a single mother looking for a job so she can take care of her three kids. She ends up insisting her way into a job at a law firm where she shrewdly uncovers that a big corporation (PG&E) has been poisoning people through contaminated water. In the end, she and her team win the class action lawsuit with a settlement of $333M.
Benefit Corporations and Certified B Corporations have gained a fair amount of traction over the last five years amongst social entrepreneurs and the people who support them.
While complementary, they are different. In simple terms, Benefit Corporations have to do with a company’s legal structure, whereas a Certified B Corporation can be any legal structure. Both entity types are part of the purpose economy looking to shift the engines of capitalism to better support society.
The question is, do you have to change your structure to a Benefit Corporation, or go through the process of becoming a Certified B Corporation…
I saw an article in a newsletter titled, ‘Fiverr: it’s bad, guys — it’s bad.’
As a designer myself and someone who helps to steer people away from this platform, I just had to click and give it a read.
The author, Geoffrey Bunting, is right: It’s bad.
His argument takes a deep dive, investigating the platform’s messaging, the way it treats its workers, the impact on its customers, and its ultimate impact on the value of design as a whole.
To sum it up, “…in the pursuit of profit and haste Fiverr leaves all its users behind.”
Builder. Founder. Communicator. I write on purpose-driven business, as well as brand, story + leadership. Founder @ MatterLogic, MatterPulse, and Matter 7.