Values and purpose matter
I was thinking earlier that every business I know that is surviving and thriving in this crazy old world we’re living in right now has crystal clear values and a well-defined purpose.
No matter what the circumstances – and these are pretty unique ones right now – people working in these great companies know how to react and respond to each other because there’s an expectation they’ll live shared values and know their core purpose.
Most were hired because their values and purposes have been clearly defined from the outset – so it’s to be expected they will live and breathe them. That means they’re suited to not just ‘what’ the business does, but also ‘how’ and ‘why’ it does it.
Combined, clearly defined values and purpose provide the foundations for not only people’s behaviours, but their daily actions too.
Working with businesses like this gives us clarity as extensions of their teams. Clear values and purpose are useful not only to define what we do, but our ideas and the communications we deliver to support them – be it internal communications, strategic counsel, digital PR, great content, or social engagement and interactions.
It’s becoming obvious now that purpose matters more than it ever has. Lee and I probably took a while to truly understand the value of this for our own business and team, but we have this crystal clear in our minds for No Brainer now.
Our purpose is: We create meaningful change. We do that for our clients, each other and the wider world.
For our clients and prospects, this ‘change’ is often centred on solving problems – we help them change something that needs changing. That could be evolving their digital marketing, strengthening brand resonance in their core or target markets, or delivering new business and sales.
For every client, the definition of what ‘change’ is will vary. But then so does our strategy. For each client we’ll always nuance the way we activate our social media, content, marketing and digital PR activities. An out the box solution is firmly out the window in today’s world.
Change is inevitable and helping people adapt to it in their own worlds can be purposeful, but also profitable – for us and for them.
Meaningful is also something we live by. It’s easy for us to create vanity profile that looks great on or in a newspaper (who doesn’t love a feature in a national newspaper or magazine?) – but is this having a meaningful impact on their teams and business? If it isn’t, is the strategy right?
For us, getting that right is central to everything – we want to show a return on investment through results and we work hard to align our work with the stuff that really matters for each and every client. That’s always different, but always important.