The role of "purpose" in creating value; Merkityksen arvotuloksenteossa
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Exploring the role of "purpose" in creating business value
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The role of "purpose" in creating value; Merkityksen arvotuloksenteossa
- 1. Merkityksen arvo tuloksenteossa Minna-Maari Harmaala HAAGA-HELIA AMK 30.05.2013
- 2. ”If you stand for nothing, you will fall for anything.” - Rosa Parks (1913-2005)
- 3. “We need red blood cells to live (the same way a business needs profits to live), but the purpose of life is more than to make red blood cells (the same way the purpose of business is more than simply to generate profits).” - Ed Freeman
- 4. Beliefs about the role of business in society 2013 CONE Communications / ECHO Global CSR study
- 5. The ONE issue consumers want most companies to address: 2013 CONE Communications / ECHO Global CSR study
- 6. ”People don’t buy what you do, they buy why you do it.” Simon Sinek – Start with Why Why How What
- 7. Purpose • Activates and motivates • Sustains when times are tough • Serves as a compass or guiding star • A business with a purpose – Inspires, engages and energises stakeholders
- 8. Heroes
- 9. Heroes • Accomplish extraordinary things • Champion fairness, fight injustice • Are uncompromising • Fight for their cause • Stick to their guts in the face of adversity • Easy to recognise • Public in their actions; never hide from doing what is right • Never a talk hero; always an action hero! Source: The Hero’s handbook
- 10. Born or made heroes? • Born hero brands (Body Shop, Patagonia, Howies…) • Made hero brands (Timberland, GE, Unilever, Nestlé, Novartis…) • Born villain brands (Chipotle…)
- 11. Pick a cause…
- 12. Yhteystiedot KTT / Ph.D. Minna-Maari Harmaala Yliopettaja / Principal Lecturer Vastuullinen liiketoiminta / Corporate Responsibility HAAGA-HELIA AMK / University of Applied Sciences Tel.: +358 50 547 5947 minna-maari.harmaala@haaga-helia.fi Seuraa minua twitterissä @MinttuHarmaala Tutustu LinkedIn -profiiliini
- 13. BACK-UP SLIDES
- 14. The Flying Machine • Samuel Pierpont Langley – Resources – Money – Market – The desire to be rich and famous • Wilbur & Orville Wright – Why; the desire to change the world – 17.12.1903 The first controlled, powered and sustained human flight
- 15. Shared value • Making good business sense while at the same time solving some social or environmental problem Shared value: HBR, January 2011, Michael E.Porter & Mark Kramer
- 16. “We did it from a business standpoint from Day 1. It was never about corporate social responsibility.” — Jeffrey R. Immelt, CEO of General Electric on Ecomagination
- 17. Some existing examples (1/2) Coca-Cola and youth emploment KPI’s 1. Youth job placement 2. Youth self- esteem 3. Company sales (regional) 4. Brand connection
- 18. Existing examples (2/2) Novo Nordisk – Blueprint for change; changing diabetes care in China • A vast array of indicators such as Business KPI’s Societal KPI’s Market share, % # of jobs created # units of drug sold # of extra life-years created Company ranking amongst physicians and patients Lifetime societal savings; i.e. money (DKK) saved by society from better diagnosis and treatment
- 20. No need to be a lone hero! • The Lone Nut; Derek Sivers on how to start a movement (http://www.ted.com/talks/derek_sivers_how_to_start_a_ movement.html )
- 21. Diffusion of innovation (Everett Rogers)
- 22. He who has a why to live can bear almost any how. - Friedrich Nietzsche