Articulating Purpose and Organizational Culture, to Catalyze Results
Purpose, Culture, Brand, Strategy
Articulating Purpose and Organizational Culture, to Catalyze Results
Purpose, Culture, Brand, Strategy
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Purpose, Culture, Brand, Strategy
Purpose, Culture, Brand, Strategy
For me, understanding and articulating the Purpose of the organization or endeavor has always acted as the foundation. "Purpose" is WHY we exist. "Mission" is WHAT we do. The combination of the two creates a unique proposition that allows employees, customers, and brand ambassadors to tie into what makes you different.
As Peter Drucker emphasizes, "Culture eats strategy for breakfast." Understanding the Purpose, Mission, and Beliefs of your organization creates the bedrock for establishing how you want to conduct business internally, and how you deal with external partners and stakeholders.
Too often, leaders mistake "strategy" for "activity." Strategy is all about choices: what to pursue and do, and what not to. While Business and Brand Strategy may often overlap, they are not the same. While Purpose, Mission, and Beliefs should endure over time, we need to update Strategy every 1-5 years to ensure relevance and sustainable results.
While Purpose grounds me, Leadership acts as the foundation of all I do. Four years at the US Naval Academy, followed by more than six years leading Marines in the US Marine Corps has taught me that we must Communicate, Coach, and Catalyze those around us to accomplish our goals.
I learned the craft of Brand Management from the company that invented the discipline, Procter & Gamble. "Brand" is not just marketing, but cross functional leadership to create an unforgettable experience for our customers. We start with Foundational elements, add Insights from our audience, create Strategy, and Execute. Then we assess, update, and move forward again.
No business can achieve sustainable results in today's world without understanding our target audience, and the problems they need our help in solving. Turning Insights into Actions isn't 'rocket surgery,' but it does take discipline, diligence, and dedication.
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