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2. What is your business’s purpose?
C. Strategy
Taking stock of your business and taking stock of its market
go hand in hand. You need to understand your market,
but you also need to truly define why your organization
exists, what your business’s goals are, how big you want
the business to grow, and what the business needs to look
like to be successful.
For people to embrace the destination as something they will
help you achieve, they have to believe that the destination
is achievable. Employees need to know management has
a plan to get there. It is OK to say that you know what steps
A and D look like but you need help defining steps B and
C. The key here is giving the organization the confidence
that comes with a thoughtful plan.
This element of purpose-driven marketing is especially
important in small business growth because each is so
very different from others. Two organizations can look at
the same market data and same insights, and they could
be the same size and in the same industry. But they should
have an entirely different purpose and goal.
D. Participation
need a fast-paced, quick-changing environment to thrive.
Now is the time to help the employees see how their jobs
will be better if they help the organization work toward and
reach the destination. This part of the message will need
to be modified for different functions in the organization.
Helping people understand how they can be a part of
something bigger than themselves or their specific jobs
can unleash the power of the purpose.
3. How do you articulate that purpose?
4. How do you implement your vision?
This is probably the most crucial step in purpose-driven
marketing, yet it’s overlooked. You have to be transparent
with your employees and explain why there might be a
shuffle in the organization, why you’re asking them to do
a job differently from how it has been done for the past
several years, and why this small change will help the
company overall.
After following these guidelines, it’s time for the final
element of purpose-driven marketing: Be precise in rolling
out your new product, changing the way you do invoicing,
or rebranding your company. Are you and your employees
still working toward the same purpose?
Some companies are more profitable staying small to
efficiently manage the business, while other companies
Think about it this way: You can pay someone to do
exactly what they are supposed to do, but if you want your
employees to think for themselves and use their own skills
and strengths to the company’s advantage, you have to
explain th H