SIMON MAINWARING FOUNDER & CEO, WE FIRST, INC. [email protected] Better by Design: Purpose-Led Innovation & Designing Your Culture BETTER BY DESIGN CEO SUMMIT 14-15 MARCH, 2017
SIMON MAINWARINGFOUNDER & CEO, WE FIRST, INC.
Better by Design:Purpose-Led Innovation & Designing Your Culture
BETTER BY DESIGN CEO SUMMIT14-15 MARCH, 2017
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Every CEO, company, brandand marketer is facing new
challenges to reach, engage andsell to hyper-connected, media-savvy, and always-on consumers
living in a challenging world.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
UN SDG’sCOP21WEF
TechnologyInnovation
Social MediaAR/VR/AI
MillennialsGen-Z
Gen Alpha
YOUWhy Now?Purpose is driving personal, professional and marketing innovation in response to megatrends that are reinventing the role of business.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Consumers as content creators, producers and distributors.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
WE FIRST BRANDTransparent
Accountable
Authentic
Community-facing
Connected People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately shareable
Future facing
Shapes culture
ME FIRST BRANDOpaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRANDTransparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately shareable
Future-facing
Shapes culture
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BUSINESS + PURPOSE
PURPOSE + LEADERSHIP
PURPOSE + EMPLOYEES
PURPOSE + COMMUNITY
PURPOSE + CULTURE
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
purpose(noun) : the reason for which something is done or created
or for which something exists.
(verb) : one’s intention or objective.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
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.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2016 Globescan Regeneration Consumer Study
67% consumers
globally
are interested in sharing ideas, opinions and experiences with
companies to help them develop better products or create
new solutions
72% consumers
globally
believe in voting and advocating for
issues important to them
Consumers want to be part of the solution.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2015 Cone Communications / Ebiquity Global CSR Study
71% willing to pay more for
socially & environmentally
responsible products
Consumers reward purpose-driven brands.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
The landscape of consumer activism.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMITHBR 2015 The Business Case for Purpose Survey
Organizations that prioritize their values and purpose experience significantly more growth than those that do not.
Purpose drives growth.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Purpose-oriented workers expect to stay in organizations longer than peers, and are 50% more likely to be in the top positions.
Purpose increases employee loyalty & tenure.
purpose-oriented workers at work 14
2015 Workforce Purpose Index • © Imperative
Purpose-Oriented Workers Have Longer Expected Tenure
Purpose-Oriented Workers expect to stay in organizations longer than their peers. Tenure is a critical mea-sure for the workforce as it relates to both the costs of turnover to employ-ers as well as job satisfaction.
Purpose-Oriented Workers Are More Likely to Be Leaders
Purpose-Oriented Workers were 55% more likely to hold Director positions, 39% more likely to hold Vice Presi-dent or C-Level positions, and 50% more likely to be in the top position in their organization. Even when controlling for other factors, Pur-pose-Oriented Workers were more likely to be in leadership roles than their peers.
% o
f Wo
rker
s W
ho E
xpec
t to
Sta
y Lo
nger
Tha
n 2
Year
s
100%
75%
50%
25%
0%
Purpose Oriented
Non-Purpose Oriented
79%69%
Expected Tenure by Work Orientation
Purpose-Oriented Workers are 50% more likely to be in the top position in their organization.
Percenta e i erence et een Purpose riented and Non Purpose Oriented Workers by Occupational Level
Intern
P • eve xecutive
ntr eve •
ssociate
anaer •
r ana
er
Directo
r
President •
• ner
100%
75%
50%
25%
0%
20%
-25%
-15%
5%
55%39% 50%
2015 Imperative & NYU Workforce Purpose Index
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT2015 Imperative & NYU Workforce Purpose Index
The benefit of purpose-driven employees.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Defining your purpose…
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Defining your purpose
because it’s hard to read the label from inside the jar.
is difficult
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Purposeful leadership
because you are torn between a head-led past and a heart-led future.
is difficult
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Uber
1. What is your enemy?
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Empathy Family
2. What makes you, you?
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
3. What are you the only of?
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
DoveTo make beauty a source of
confidence, not anxiety.
UberCreating possibilities for riders, drivers, and cities.
NikeBring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
‘For one, another’…
Leadership to employees…
Local to global employees…
For profit company to non-profit partners…
Private to public sector…
Business to the world…
Way of being in the world…
…this is how TOMS improves lives.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
The most iconic brands of the future will be those with
the greatest social impact.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Strategic purpose drives sustainable profit.
KEY TAKEAWAY
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BUSINESS + PURPOSE
PURPOSE + LEADERSHIP
PURPOSE + EMPLOYEES
PURPOSE + COMMUNITY
PURPOSE + CULTURE
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Society/World
CHARACTER COMPANY COMMUNITY CULTURE
Purpose/Values Colleagues/Culture Customers/Partners
Your leadership opportunity.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT30
Addbransonandwomen
Purpose-Driven Leadership
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
CEOs Driving Change
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
CEOs Humanizing Brands
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
CEOs Defending Values
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
“I feel grateful to the people who helped me develop. Nobody can succeed on their own.”Sheryl Sandberg, COO, Facebook
“My biggest fear is that I become useless. My fear is a fear of being obsolete.”Paul Polman, CEO, Unilever
“You’ve got to share your soul and show them who you are, and not be afraid of it.” Howard Schultz, CEO, Starbucks
Vulnerability is strength.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
A company will grow in direct proportion to the personal growth of its leadership.
KEY TAKEAWAY
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BUSINESS + PURPOSE
PURPOSE + LEADERSHIP
PURPOSE + EMPLOYEES
PURPOSE + COMMUNITY
PURPOSE + CULTURE
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
CEOs leading with purpose.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
38
Bringing values to life for employees.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Elevating the role of employees.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Recognizing and inspiring employees.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Incentivizing or rewarding purpose.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Engage the humanity of employees to inspire their advocacy.
KEY TAKEAWAY
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BUSINESS + PURPOSE
PURPOSE + LEADERSHIP
PURPOSE + EMPLOYEES
PURPOSE + COMMUNITY
PURPOSE + WORLD
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
The first decision of a consumer isif they want to be part of your story.
To inspire participation, the consumer must be the hero of your story.
The story can’t be static, but must be an ongoing conversation.
Consumers are driving the story.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BRAND
Celebratory Storytelling
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BRAND
vs. Self-Directed Storytelling
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Shift from “Top-Down” to “Bottom-Up.”
Purpose
Values, Story
Products, Services
Community Engagement
Impact Purpose
Values, Story
Products, Services
Community Engagement
Impact
Company focused (inbound) Community focused (outbound)
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Duracell #PowerWarmth Sport England: This Girl Can
a. Co-creation engages stakeholders.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
b. Co-authorship drives amplification.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
c. Collaboration inspires loyalty.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Be the celebrant, not celebrity, of your stakeholder community.
KEY TAKEAWAY
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
BUSINESS + PURPOSE
PURPOSE + LEADERSHIP
PURPOSE + EMPLOYEES
PURPOSE + COMMUNITY
PURPOSE + WORLD
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
People rise to the conversation
you grow around them.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Elon MuskSustainable mass transportation
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Brian KrzanichConflict-free sourcing
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Volkswagen Wells Fargo
Purpose washing being punished.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Brands must lead conversations that positively shape consumer
thinking and behavior.
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
STARBUCKS: SHARED PLANET
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
SharedPlanet
STARBUCKS: SHARED PLANET
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
CULTURAL CONVERSATION 2
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
Be a mission with a company, not a company with a mission.
KEY TAKEAWAY
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
For slides: [email protected]
QUESTIONS?
©2016 We First Inc.
BETTER BY DESIGN CEO SUMMIT 2017
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
©2017 We First Inc. BETTER BY DESIGN CEO SUMMIT
www.WeFirstBranding.com
THANK YOU!
©2016 We First Inc.
BETTER BY DESIGN CEO SUMMIT 14-15 MARCH, 2017