es, the product is the story and not vice versa. Tony’ s Chocolonely’ s chocolate bar, divided into unequal parts, hints at inequalities in the world. What is fundamental to realise is that people want to buy solutions, not products, and high quality solutions per say. It is not enough to eradicate slavery; you also have to be the most tastiest chocolate bar, so it is easy for people to engage in your story. Tesla’ s cars are not only electric, they are meant to be better cars all around.
Nurture connections with your customer, not loyalty
This is a shift from traditional companies and the customer loyalty programs they employ. Instead, the most inspiring organisations today enter into relationships with their clients. And the top three companies even take it a step further, they engage their customers in solving a problem. They offer their customers the opportunity to be part of a solution. This answers the longing of many of us these days. In this day and age, we all long to do something about the global issues we all know we are facing. However, we do not know what we can do or where to start and the most difficult part is that we feel that the issue is very large and so needs a large solution, that is outside our hands as customers. However, these top social enterprises address exactly that. They offer us a way – however small and simple – to be part of a solution to a large global serious problem. This builds a movement, a community and those are stronger than loyalty.
“ Vision without action is merely a Dream. Action without vision just passes the time. Vision with action can change the world”– J. Barker
Dopper makes the problem as well as the solution very clear. Dopper does not only explain their contribution to the circular economy, they also clearly highlight the role of the customer. This clear and simple call to action appeals to many looking to be part of the solution. Design: www. dopper. com
What is striking is that all the top social enterprises we are talking about make themselves visible. A company’ s visibility is undoubtedly a prerequisite for growth and therefore more impact. If you’ re going to make yourself visible, you might as well have a worthwhile message. What is even more striking is that these same social enterprises do not – or hardly do – advertise. Without advertisement, Tesla was able to entice about 300, 000 people to pay a thousand euros for a car they had not even seen. It all starts with a story, a relevant story. A relevant meaningful story is the core raison d’ être of social enterprises.
For social enterprises today, inspiration is not a mirage, it is not a‘ nice to have’, it is the core of their being, and their drive. In fact, inspiring people is based on four clear aspects. First and foremost, it starts with an authentic vision, people need to know why you as a company deserve their attention. The second aspect has to do with who you are as an organisation, people need to know why they should trust you. Often, it boils down to being an innovative organisation with a track record however young that inspires trust and transparency. The third aspect is about your product or solution as a company. A reliable and relevant product is a must for people to know, even if implicitly, why they should choose your product over any other. And the last aspect of inspiration relies on an engaging connection, a human relationship that an enterprise can build with its customers. A stimulating and constructive relationship makes for a community, and that is a long lasting bond www. society. qa 39