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