Creating Signature Stories by David Aaker

Author:David Aaker [David Aaker]
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2018-04-04T04:00:00+00:00

Why Higher-Purpose Goals and Programs?

Many firms believe that achieving a higher social/environmental purpose is the right and moral thing to do. For example, Marc Benioff of Salesforce.com says, “All businesses can and should help make the world a better place.”2 An economic argument can also be made—that a higher purpose can generate energy cost savings and brand vitality for an organization and contribute to a healthier business climate for society as a whole. Then there is the impact of a higher purpose on employees and customers.

Employees need a higher purpose in today’s world. They need a reason to come to work besides increasing sales and profits and getting a paycheck. They want to respect and admire their firm and want their jobs to have meaning in their lives. A higher purpose can address these needs—and bolster productivity—by offering an energizing common goal.

Many millennials, especially, are seeking meaning in their working world as well in as their personal lives. They want to work for an organization that makes a difference, that leaves society and the environment better off because of its policies and programs. They want to see more than the commercial side of their jobs.

Test your organization by asking employees two questions: What does your brand stand for? Do you care? If employees don’t answer both questions positively, there is little chance that you can implement your business strategy successfully. Having a higher purpose around social or environmental programs can motivate employees to care. And having those programs communicated with signature stories can provide clarity and passion.

Increasing numbers of customers, too, want to have a relationship with brands and organizations they respect because of shared values and meaningful programs that address social or environmental challenges. This growing segment wants to encourage and support these values and programs because it believes in them and because they represent effective action. When the shared beliefs are strong, these customers impact the marketplace with their loyalty and support.

Self-expressive benefits are involved here. Sharing a higher purpose with a brand or organization can affirm a person’s values and passions. (And avoiding brands or organizations seen as contrary to a person’s self-image is part of the same motivation.)

Positive customer motivation is particularly important for brands that have created or participate in subcategories defined by social or environmental issues—brands like Prius, Tesla, Method, Patagonia, Muji, Panasonic, Whole Foods and TOMS shoes. But it is relevant for any firm that has made a serious commitment to a higher purpose, supported it with programs of substance and made these programs visible to the target segment.

Even if the motivated group is relatively small, it can still mean the difference between financial struggle and success. A small but committed group can have an effect well beyond its numbers. It can reach out to others to retell the organizational story and reaffirm the value proposition. Even customers who voice support of a brand’s higher purpose but don’t change their short-term buying choices may still be influenced in the long run. This can

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