Purpose: The New Competitive Advantage
John argues that corporate social responsibility is more than just a buzzword or a publicity stunt, but instead represents the new competitive advantage a way to re-engage both customers and employees, and improve the bottom line.
John will recall his own experiences using the ‘power of purpose' to onboard resistant communities, motivate volunteers, and enlist high-profile investors, while also pointing to the growing number of corporations - like IBM, General Electric and Coca Cola - that have begun building a ‘higher calling' into their products and services.
Examples in John's presentation include:
•"For-Profit" companies that have repositioned themselves as "For-Good" to appeal to a new generation of world-conscious consumers. Case studies include carmakers such as Toyota and Nissan assuming the mantle of "eco-friendly mobility"T and technology firms like Intel and Verizon making "improving education" a central mission.
•Businesses that leverage purpose to win the war for talent. John gives the inside scoop on how a little-known software company used ‘corporate philanthropy' to woo employees away from behemoths like Google and Facebook, and take its market capitalization above $3 billion. (As Southwest founder Herb Kelleher once said: "[Competitors] can buy all the physical things. The things you can't buy are dedication, devotion, loyalty – the feeling that you are participating in a crusade."
•The complete transformation of industries like makeup and fashion, allowing businesses often considered frivolous to become social actors on a global scale. (See MAC's Viva Glam campaign, and the ‘buy one, give one' business models of Warby Parker and TOMS).
•Tips and tricks based on John's 15 years at Room to Read initiating and growing corporate partnerships with leading blue chip companies like Caterpillar, Credit Suisse, Goldman Sachs, Google, Hilton, and Twitter.
In this fast-paced, hyper-competitive world, companies and business leaders are always looking for an "edge." From social media, to data mining, to employee perks, today's businesses are under constant pressure to stay ahead of the pack. John uses colorful anecdotes, survey data, and the example of what he has built, to demonstrate that ‘purpose' is the answer to many of today's most pressing corporate challenges.
This powerful new presentation shows business audiences big and small, new and experienced, that "cause" is no longer the enemy of commercialism, but the key to it. Audiences will be inspired to re-think old assumptions, to dream big, and to take immediate and concrete steps to be aligned with the business world's newest – but often-overlooked – competitive advantage: purpose.