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There are a whole lot of companies who have been changing the face of business, and our world, with a very simple approach: prioritizing meaning over money. Rather than just make a profit, they recognize they’re here to do something bigger. They want to use their businesses to be agents for change and to build durable, worthwhile companies that leave a mark on our world.
Often referred to as mission-driven, companies who value purpose over profit experience a number of advantages. Their employees are happier and more engaged; they stay longer and make bigger contributions. Mission-driven companies also have a better understanding of their value and how to use it to retain a strategic advantage over the competition. As a result, they attract much more passionate customers.
The biggest caveat to this concept is that it can’t be just for show. To reap these benefits and connect people to your brand, your company must genuinely communicate your meaning beyond money with an authenticity that comes directly from your core.
The trick is to lead with meaning while, at the same time, effectively marketing your product. The best way to do this is by completely intertwining them so that no one thinks of your product without considering your meaning, and no one ponders your meaning without connecting it to your product.
This can be accomplished in a few ways. Read More