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Putting Purpose Above Profit: 3 Steps to Drive Long-Term Results in Times of Uncertainty

purpose

Putting Purpose Above Profit: 3 Steps to Drive Long-Term Results in Times of Uncertainty

Purpose, by its nature, is defined as the reason for existing and goes beyond making money. It is about people coming together to make an impact in something they believe in with the trust that revenue and growth will follow, rather than as an end in itself. To be a  ‘purpose-driven’ organization, companies need to stand for something and look to positively impact society. “Innovation cannot advance in a positive direction,” Marc Benioff, CEO of Salesforce recently said, “unless it’s grounded in genuine and continued efforts to lift up all of humanity.”

Here are 3 steps to re-capture your purpose to drive long-term results in these uncertain times:

Go back to your WHY.

Now, more than ever, companies need to revisit and return to their purpose /  WHY / core values. During hard times, leadership is forced to make quick and tough decisions. By going back to their purpose, each choice can be tied to the long-term vision of the company and help avoid costly short-term/knee-jerk decisions. “So many businesses are lost right now. At BirdEye we are focused on navigating these uncharted waters by focusing on our core values  – customer obsession, family spirit, world-class and innovation.” said President & COO, Dave Lehman “Purpose-driven results are measured by the impact we have on our customers and partners. That way, we can all get through this together.”

Connect employees with a vision they can believe in and embrace.

As leaders quickly pivot a company’s direction and change priorities, the stories and reasons behind the change matters. When teams and individual contributors understand how their roles fit into the company’s WHY, everyone feels part of a greater good and can own the company’s key messages. Executives can’t be connected with every customer directly, so it’s critical to empower employees with a foundation to go and expand the brand. Research by Bain & Company shows that if a satisfied employee’s productivity level is 100% and an engaged employee’s level is 144%, the productivity level of an employee that is truly inspired by the company’s purpose is an impressive 225%.

Show empathy and advise with humility.

Emotionally connect with your customers and focus on how they are managing in this time of great uncertainty. Ask the personal questions and be willing to spend time sharing your personal stories first. Selling in this environment is about doubling down on fixing their problems and addressing their concerns rather than pushing your products or services. In these unprecedented times, authentically connecting and helping your customers is the only way to drive business. For example, IKEA wants “to create a better everyday life for the many people” and Southwest Airlines strives to “‘connect people to what’s most important in their lives.”  In essence, a company should be selling their vision and aligning their purpose with their customers. Human beings need to feel connected. People will remember how we act today more than any product or service they buy from us.

Businesses that embrace the idea of purpose and profit being intertwined are companies that will drive innovation and achieve long-term success. Leadership needs to communicate more than ever that we are in this together, reinforcing that the company is truly a community that shares the same core values.

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JANEL DYAN is a well-regarded executive brand strategist and expert on how to build a story to achieve brand alignment for both company and leadership success. She founded Janel Dyan, Inc. (JD) in 2014, which provides transformative brand strategy and style consultation to high-visibility clients across various industries. Her work has been seen by millions through public experiences at Fortune 500 companies, the United Nations, and the World Economic Forums, among others. Dyan also runs Beyond Us, which provides opportunities to build confidence in women through a platform for sharing clothes with other women who are ready to take the next step in their professional lives. Dyan resides in the San Francisco Bay Area with her husband and two sons. Her book Story. Style. Brand.: Why Corporate Results Are a Matter of Personal Style, is available now.

response

Global Trade Magazine Launches COVID C.A.R.E. Business Response Program

Global Trade Magazine is ramping up efforts in supporting global businesses by utilizing a new set of tools found in its technology toolbox. Companies capable of adapting their technology through the crisis are doing so at a record pace as leading automotive giants are now churning out respirators instead of automobiles while whiskey producers scramble to make hand sanitizer to help meet demand. Global Trade Magazine is doing the same thing for global businesses and their customer base.

“Responding to global business leader and customer questions and concerns will be more critical than ever now. Doing so effectively is a monumental task for many global trade players, yet doing so will be the difference in businesses keeping their operations moving and laying off hundreds or even thousands. We’ve re-engineered our Artificial Intelligence product to meet customer demands,” stated Eric Kleinsorge, CEO and Publisher of Global Trade Magazine.

The Global Trade COVID C.A.R.E. (Coronavirus Automated Response Effort) Local Response Program takes a unique approach in supporting global businesses and their efforts in responding to customer concerns by utilizing AI response systems. This integrated system Records, Responds, Alerts, Prioritizes and Completes requests from customers that need information and answers from global businesses in the global trade community. Instead of fearing this change, the Global Trade Mag team linked arms and stepped up to the challenge. From receiving requests and concerns to automated feedback, request prioritization, and system follow-ups, the Global Trade Response Program offers an integrated system of checks and balances that captures every request from every customer.

“We have been in the business of helping global companies communicate with their customers and now it’s our turn to help these businesses communicate and update these customers,” Kleinsorge concluded.

To request information on how this program can help your business, please click here or call (469) 778-2606.

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About GSLI/Global Trade Magazine

Global Site Location Industries (GSLI) is the parent company of Global Trade Magazine and was founded in 1994 by Eric Kleinsorge with a very specific goal in mind: grow local and global communities while bringing business projects to life through strategic economic development partnerships and customer management strategies. He is recognized in over 110 articles as an industry expert and has conducted interviews with well-known figures including George W. Bush, Colin Powell, Jay Leno, Jerry Jones, Rudy Giuliani, Mike Dell, and many more.

Not only do the companies support community and global branding, but we bring company goals to life through a tailored approach to attracting sustainable businesses and customer partnerships. We take pride in our reputation as an expert in assisting expanding and relocating companies partner with the world’s finest companies. For more than 20 years, GSLI has been the premier partner of choice for companies– both big and small, looking to create a solid economic and customer foundation primed for growth and success.