True “Purpose” expresses and strengthens a business’s entire strategy. It is bespoke to that business, central to its future, boosting company performance and delivering a return to society as well as to shareholders. Purpose should make your employees more productive because they are able to turn it into everyday actions and are motivated to do so. Your products and services should reflect your purpose and be constantly improved by it. Your social actions should make commercial sense not just societal sense. After all, the world thrives not on pure philanthropy but on mutual self-interest including that between customers, communities and companies.
Yet even when all of this is taken on board, shouldn’t Purpose be the responsibility of Directors of Corporate Affairs, Directors of Strategy or CEO’s? Yes. However, Purpose is also vital to Marketing Directors and they are vital to it, for six tangible reasons which Paul will illustrate in his talk. Indeed he will argue that the litmus test of whether a company is truly developing Purpose is whether its social, ethical, HR and environmental activities are integrated into, and expressed by, the Marketing Plan.
Paul Twivy
Core Purpose
Socio fundador
