They aren’t very popular anymore, but I grew up in the golden age of jingles (probably because I watched WAY too much TV as a kid). At any given time, I’ve got a million of them floating in my head.
And I love great copy even if it isn’t accompanied by a catchy ditty. One that long ago stuck with me was the centerpiece of a radio ad for the Verbal Advantage self-improvement system which admonished listeners, “People judge you by the words you use.”
Indeed, I believe that words matter. Unfortunately, the intersection of business management and societal impact where I’ve spent much of the last 20 years is littered with jargon that has obfuscated rather than clarified (here’s just a sampling of the CSR glossaries out there). Often two people slinging around phrases like “corporate social responsibility”, “sustainability”, “cause marketing” and “shared value” may be using the same words but mean very different things.
The Purpose Advantage by Jeff Fromm
Such is certainly the case for the word “purpose.” Hoping for some clarity I recently devoured the review copy I was sent of “The Purpose Advantage” by Jeff Fromm. In this short, handsomely laid out book, Fromm provides a useful definition of purpose, examples of how a purpose-centric orientation can help companies achieve great things and even a step-by-step workshop designed to help firms define their purpose and run with it.
According to Fromm, purpose as it applies to companies has three important aspects. It is:
Foundational. “A clearly defined and long-term strategy that affects every part of the business…that connects with consumers’ values and passions, attracting and retaining high-quality talent, spurring creativity and driving growth.”
Based in Action. More than just a declaration, purpose requires brands to “make meaningful change, not just launch a new ad campaign.”
Societal. Purpose “is concerned with the well-being of others, the planet and our future.” It’s about “missions for preserving the environment or fighting for social justice, the kind of purposes that make the world a better place.”
3D illustration of a folder and focus on a tab with the acronym CSR, Corporate Social ... [+]
I agree with Fromm in setting the bar high for what it means to put purpose at the core of how one manages a company (I’ve winced at so many sloppy, uninspiring purpose statements over the years). Unfortunately, the bar is so high that today purpose-run companies are largely an aspirational concept.
Fromm cites Bombas, Patagonia and Seventh Generation as very advanced, but very few new or established companies come close to being permeated with purpose from head to toe. A growing number ranging from B Corp start-ups to corporate behemoths like Unilever are striving to get there. And in another terrific section of the book, Fromm shows how the effort can be highly worthwhile in building successful, long-lasting enterprises.
Adapting an adage I’ve long admired, perhaps we should say that, “Purpose is a journey, not a destination.” I recommend “The Purpose Advantage” for leaders seeking guidance on setting out on this challenging, but worthwhile odyssey.
