For many, 2021 was a year of transition and business reinvention. A good year for laying solid foundations for future growth. Now it’s time to align everything you do, and everyone doing it with you, towards your long-term goal. Your purpose. Why you should operate and communicate…with purpose
The search for meaning is at the core of the human condition. Who doesn’t want to live a meaningful life? And as human beings, we find meaning through purpose.
During the long stretch of continuous disruption which started in 2020, we all had to reconsider our values, our priorities, and what truly matters to us. This included what we do, who we work with and why.
Today, it’s not surprising that most of us seek purpose in our lives more than ever.
This is why, as a business, operating and communicating with purpose is key to connecting meaningfully with your audience.
When everyone, from employees to clients, connects with your purpose, everything falls into alignment.
As humans, purpose is ultimately what drives all our important decisions and motivates massive action.
But let’s not forget that meaningfully communicating your purpose is vital to its accomplishment. The bottom line is that unless your audience connects with how you communicate your business purpose, you’ll always struggle to attract and retain their attention.
You communicate purpose through your brand. Building a purpose-led brand message will seamlessly align your marketing communications, creating strong bonds with your audience. Putting purpose at the heart of your business and communicating it clearly will be key to generating long-term revenue in 2022.
Why you should embrace today’s digital-first world …with purpose
In just a few months, the 2020 pandemic brought about years of change in how we do business and communicate.
Digital transformation has accelerated at record speed, and we’re now all living in a digital-first world.
Today, when most business interactions take place online, being digital-first is no longer aspirational but vital.
No one can deny that technology can boost efficiency and productivity. However, you will often waste time and resources unless you have a clear-cut purpose driving your digital transformation.
Why? Technology is only a powerful tool if used meaningfully. Adopting new technologies just because everyone seems to be doing it can be counterproductive when you lose touch with your core purpose.
It’s easy to associate the need for innovation with a need for embracing new technology. But innovation isn’t just about technology. It’s about inventing or creating new value. And for that value to have meaning, it needs a purpose.
In 2022, we must embrace further digital transformation further; but without risking losing our competitive edge in this fast-paced, digital-first world. When your digital transformation is purpose-driven, you are not thinking short-term. You are positioned for long-term growth.
It’s easy to associate the need for innovation with a need for embracing new technology. But innovation isn’t just about technology. It’s about inventing or creating new value
Why you should embrace today's uncertain world… with purpose
The 2020 pandemic created an entirely new reality, and at first, we didn’t know how to react. Never before did we experience such a level of disruption in every area of our lives.
These challenges accelerated innovation, fast-tracked plans, and catalysed change. And the world shows no signs of stopping. There’s no going back to the world we once knew. We now live in what is called ‘the next normal’ a world where many things we take for granted constantly shift and re-shape.
However, the next normal is not as daunting as it seems – constant change also creates new and exciting opportunities that would be simply unthinkable a few years ago. But to be well-positioned for these opportunities, you must act with purpose.
Companies without purpose are reactive and make short-sighted decisions that aren’t aligned to any long-term growth strategy.
Without purpose, it is easy to get lost in a fast and ever-changing world and miss out on growth opportunities.
Did you know that purpose-driven businesses grow three times faster than their competitors on average?
Could the 2020s become the next roaring 20s?
Despite a difficult start to the new decade, purpose-led businesses should feel reasonably optimistic about the future.
Some are even predicting an economic boom similar to the roaring 20s once we start enjoying the full benefits of massive technological innovations on a global scale.
The 1920s saw the arrival and democratisation at a record speed of numerous innovations such as cars, cinema, plane travel, records, radio, and electricity.
In the same way, we could see artificial intelligence, big data, robots, nanotechnology, and renewable energy revolutionalise our daily lives and creating a substantial economic boom within this decade.
In times of massive economic, technological and sociological transformation, having a clear purpose guiding you through an uncertain world is more important than ever.
Did you know that purpose-driven businesses grow three times faster than their competitors on average? They are also more resilient to disruption and setbacks.
This applies especially to mid-size businesses, who will invariably feel more directly the negative impact of future disruptions than larger international groups.
But remember, a great purpose poorly communicated is the same as having no purpose at all. Communicating meaningfully your purpose is vital to its accomplishment. Here’s the bottom line: unless your audience connects with your purpose, you’ll always struggle to attract and retain their attention. You articulate and communicate purpose through your brand.
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