The simple truth that who you are is more important than what you do is as true for companies as it is for individuals.
In fact, I would go so far as to say that it is even more important in the corporate sense. Humans are expected to be beautifully fallible, but in the new economic order, if your business is only about making money you’re not likely to stick around for long!
Reputation research shows that having a good product or service is just a ‘ticket to play’. The real differentiators are Leadership, Governance, Citizenship and Workplace… and the importance of these #Purpose dimensions is growing every year. The latest Reputation Institute Global RepTrak shows that 66% of a company’s reputation is derived from these intrinsic elements.
Acknowledging and accepting – and acting on – this is part of the growth and learning curve for entrepreneurs as their businesses mature. It’s hard to justify headspace when you’re trying to keep the lights on but it is equally hard to reverse engineer purpose into a legacy organisation.
The best approach is to hardwire purpose into the DNA of the business from the very beginning and to never lose sight of why you do what you do.
Our unique #ReputationWithPurpose model will help you crystallise what your purpose is, what impact you aim to make across all of the 6 Capitals, and work with you to embed this internally and leverage it externally.