Putting purpose first
Purpose starts with the business model, not in the marketing department. So, how can you ensure your business puts purpose first? As today’s headline subject at Bristol Tech Fest is purpose, and we’re sponsoring the festival this year, we thought what better time to break it down for our readers?
So, what is purpose? Ultimately, there are three lenses through which to view it:
Purpose and positioning
Purpose and positioning are often confused, but while intrinsically linked, purpose goes further. Purpose isn’t just about bringing clarity to why your business exists or knowing what problem you’re here to solve. Purpose acts as the beating heart of the organisation. It’s the reason a business exists beyond making money and it enables a closer connection to customers on an emotional level.
And remember, purpose starts with the business model, not in the marketing department.
Purpose and sustainability
Sustainability can also be a valuable starting point. Today, every business must reflect on its environmental and social impact. The challenges we’re facing as a people and a planet can no longer be ignored.
Unless you’ve been living under a rock for the past few months, you’ll have likely heard about Patagonia’s recent announcement regarding the transfer of its profits after reinvestment into two charitable trusts. Patagonia is the perfect example of a brand that’s purpose is built around sustainability and protecting the planet.
Purpose and meaning
Individual meaning is another important factor to consider when it comes to brand purpose. Ultimately, we’re all looking for deeper meaning and the pandemic only served to emphasise this search. The forced pause gave us all time to reflect and many people were driven to make positive changes and take action. A sense of meaning often leads to purpose. And purpose to meaning.
Where they meet
Positioning, sustainability and meaning are all strong drivers for business success and are all strong ways to think about purpose. But it’s when these factors converge that purpose really shines through. Ultimately, purpose-led means the same as environmentally-led or socially-led, and in turn, this meets our innate desire for meaning.
For some businesses, how you do business is synonymous with what you do and why – take Who Gives a Crap toilet paper, for example. But this isn’t the case for everyone, which can make the whole thing feel more complicated. The thing to remember is that just because sustainability isn’t driving your purpose (perhaps it’s utility or entertainment instead), that doesn’t make you less able to be a force for good.
Putting purpose first
Although often linked, why you’re in business, how you conduct it, and what you say about it don’t always have to be the same. A more helpful approach may be to unpick purpose and think of in the three categories we’ve discussed: positioning, sustainability and meaning.
Whatever definition of purpose you prefer, purpose is necessary. So ask yourself, is your business putting purpose first?