Simon mainwaring codacon presentation - 18 jan2017

PURPOSEFUL
STORYTELLING:
The future of marketing to drive
business growth and social impact.
Simon Mainwaring
Founder, We First
January 18, 2017
1
© We First, Inc. 2017

Why is purpose important?
1. How do you connect with parents and kids on a
deeper level?
2. How do you get more out of your employees?
3. How do you differentiate yourself from your
competitors?

3
First, the world we live in.

Every company, brand
And marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and always-on
consumers living in a
challenging world.

Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer
– Mobile commerce – Big Data
– Internet of Everything – Wearables
Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
– Healthcare costs
– Environmental
damage
– Loss of biodiversity
– Gender inequality
Consumers have changed…
– Media-savvy
– Well-informed
– Socially-conscious
– Hyper-connected
– Consumer activists
– Mobile focused
– Values-driven
– Always on

Shift from Me First to We First Branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture

The business case for
purposeful storytelling.

2016 Edelman Trust Barometer
80%
agree
“An organization can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
Consumers expect companies to
do more than just make a profit.

HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience
significantly more growth than those that do not.
Purpose drives profit.

Purpose defines the values of a company.
Relationships determine the productivity, profit and
reputation of the brand.
Values define how stakeholders relate to
each other.
How purpose drives profit.

1. Purposeful
Storytelling.

PURPOSE:
(Noun) The reason for which something is
done or created or for which something
exists.
(Verb) One’s intention or objective.

1. Own a fundamental human property.

2. Declare your mission, vision and values.

MISSION:
(Noun) An internal-facing description of why
and how your brand exists - what you will do
to achieve your purpose.
The mission ensures all stakeholders
understand who the brand is and what it
stands for.

The Giving Keys The Honest Company Innocent Smoothies Walt Disney Company
Inspiring the
world to pay
it forward.
To simplify your
life and bring
more delight to
every day.
To help people
live well and die
old.
To strengthen
communities by
providing hope,
happiness, and
comfort to kids
and families who
need it most.

VISION:
(Noun) The future you aspire towards. It
articulates the change you want to create in
the world.
The vision inspires all stakeholders to realize
an aspirational future.

The Giving Keys Dove Feeding America
Who we’ll be tomorrow
is not deﬁned by who we
were yesterday. The
space between intention
and greatness is ﬁlled
with hard work. Paying it
forward is the ripple
effect that will change
the world.
A world where
beauty is the
source of
confidence, not
anxiety.
A hunger-free
America.

3. Be specific.

PURPOSE
The reason for our existence focused on who we serve and how
VALUES
What we stand for
MISSION
Why we are here
CAMP BRAND STORY
The distilled idea that takes us from the present to our envisioned future
CAMP STORY
Articulation of our purpose
VISION
What we aspire towards
CONTRIBUTION STORY
COMMUNITY STORY
POSITIONING
The proprietary position we seek to own in the market, vis-à-vis competitors
How it all works together.

Simplicity is compressed complexity.

Examples of Compressed Complexity.

Who does it apply to?
- Leadership to employees
- Employees to employees
- Company to consumers
- For-profit company to non-profit partners
- Private sector to public sector
- Way of being in the world

KEY TAKEAWAY:
The future of profit is purpose.

KEY QUESTION:
What fundamental human property
does your brand own?

2. Internal
Storytelling.

Purpose increases employee loyalty &
tenure.Linkage between loyalty and a sense of purpose
81%of business leaders think that purpose can impact their
employee satisfaction and retention.
Bases: 1,510
Source: PwC’s
Mi
like
a s
em
Yet, only
own purp
Bases: 1,510 full and part-time employees and 502 business leaders in 39 industries around the US.
Source: PwC’s Putting Purpose to Work Survey
5.3X
2.3X
Millennials are 5.3X more likely to stay
when they have a strong connection
to their employer’s purpose.
Non-millennials are 2.3X more likely to
stay when they have a strong connection
to their employer’s purpose.
Bases: 1,510 full and part-time employees and 502 business leaders in 39 industries around the US.
Source: PwC’s Putting Purpose to Work Survey
Millennials are 5.3X more
likely to stay when they have
a strong connection to their
employer’s purpose.
Non-millennials are
2.3X more likely to
stay when they have
a strong connection
to their employer’s
purpose.
Yet, only 27%of business leaders help employees connect their
own purpose to the work of the company.
PWC, 2016 ‘Putting Purpose to Work’ Report© We First, Inc. 2017

2015 Imperative & NYU Workforce Purpose Index
As high eNPS scores are correlated
with high performance, retention,
and brand reputation, Purpose-Ori-
ented Workers are more likely to pro-
vide high value to their employers.
eNPSScore
50
25
0
-25
-50
Work Orientation
24
-9
eNPS Score by
Work Orientation
Purpose Oriented
Non-Purpose Oriented
Purpose-oriented
workers are
significantly more
likely to recommend
employers to others.
Purpose-driven employees as brand
ambassadors.

2015 Imperative & NYU Workforce Purpose Index
The benefit of purpose-driven
employees.

CLIF BAR & COMPANY
Company-wide culture of caring

Path of Service™
• Launched in 1992
• Provides full time
employees up to 40 paid
service hours per year
TIMBERLAND
Creating rituals and traditions

DISNEY
Employee recognition through online platforms and awards.

SOUTHWEST
Celebrating real employees making a difference.

KEY TAKEAWAY:
Inspire, engage and reward employees
so they become advocates.

KEY QUESTION:
If you had to describe your company
culture in one word, what would it be?

3. Community
Building.

Consumers are now storytellers.
The first decision of a consumer is
do they want to be part of your story.
To inspire participation, the consumer must
be the hero of your story.
That story isn’t static but must evolve and mature.

Celebratory storytelling.
BRAND

vs. Self-directed storytelling.
BRAND

1. Consumers build brands.

2. Encourage co-authorship/co-creation.
4
1

3. Celebrate customers and your community.

Stories worth telling.
Stories about your camp, kids, contributions and community.

KEY TAKEAWAY:
A brand must be the chief celebrant,
not celebrity, of its community.

KEY QUESTION:
What consumer benefit will your
brand celebrate?

3. Cultural
Leadership.

People rise to the conversation
you grow around them.

Dove
Real Beauty

Time
Tacticsandconversationthemes
Conversationleadership
Different tactics
accumulate over
time to define,
shape and lead
the conversation.
2006
Model transformations
Self-esteem fund
2005
Real bodies
2004
Vote for
real beauty
2007
Beauty comes of
age
Unrealistic beauty
2010
Self-esteem
mentors
Self-perception
2015
Choose beautiful
Dove
Real Beauty

Patagonia
Responsible Consumption

Time
ThemesandTactics
Conversationleadership
Different tactics
accumulate over
time to define,
shape and lead
the conversation.
2005
Common
Threads
Recycling
Program
2007
Footprint
Chronicles
2010
Common
Threads
5R Program
2011
Don’t Buy This
Jacket
2009
Sustainable Apparel
Coalition
2013
Worn Wear
2015
Worn Wear Tour
Patagonia
Responsible Consumption

The goal is to transcend your
products, services and category to
positively shape communities.

KEY TAKEAWAY:
Be a mission with a company,
not a company with a mission.

KEY QUESTION:
What conversation will your
brand lead?

1. Define a simple, consistent and emotional
brand story.
2. Empower employees to share your camp,
culture, contribution and community stories.
3. Let your mission define your marketing.
3 Key Takeaways

Thank You!
For Slides or Questions, email:
Simon@WeFirstBranding.com
@SimonMainwaring

Simon mainwaring codacon presentation - 18 jan2017

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Simon mainwaring codacon presentation - 18 jan2017