Reading Time: 8 minutesA north star purpose should be the glue uniting and aligning your culture and your strategy across times of organisational or market change. But for many CHROs, leadership’s driving focus on business outcomes comes at the expense of championing what inspires people.
Tag: Purpose
Purpose vs vision and mission
Reading Time: 2 minutesI hope the days of vision and mission statements are nearly over. They’re the paperwork of traditional management models. They’re strategic compliance, and as such, they get deliberated over at great length and then forgotten. For the most part, they’re also self-centred – all about what the organisation wants to achieve for itself, all about […]
Nailing your opinions: creating a powerful brand manifesto
Reading Time: 2 minutesOn All Saint’s Day 1517, Martin Luther posted the 95 Theses on the door of Castle Church, sparking, in the eyes of many, what would become the Protestant Reformation. Whether or not he actually did post the Theses (of course there is historical debate) and what that generated are off-topic, but the action of pinning […]
Forget USP. Perhaps what your brand really needs is a unique perspective
Reading Time: 4 minutesWhen Rosser Reeves first proposed the Unique Selling Proposition many decades ago now, the world was a very different place. Products still had the potential to actually be different, advertising was largely confined to mainstream channels and brands were, for the most part, identifiers. But with the evolution of best-practice manufacturing, the fragmentation of channels […]