PURPOSE

Building a Purpose-led organisation
with pace and for profit

Purpose-led organisations are more successful and more sustainable than those that focus solely on profit.

They outperform stock market indices, they gain high levels of customer loyalty as well as market share, they have high-performing employees, enjoy superior advocacy and referral rates. They act quickly in the short term and are consistent performers in the long term. So why aren’t more organisations Purpose-led?

There are three reasons:

1. They don’t understand what is meant by purpose – confusing it either with CSR or with high level generic brand slogans

2. They have a Purpose but they don’t put it into practice – they don’t make the difficult decisions necessary to earn employee loyalty and customer trust

3. They don’t know how to measure the impact of being Purpose-led and if they can’t measure it, they won’t get it done.

Caffeine have a robust approach to helping companies define their purpose and then turn purpose into practice.

We do so with rigour and vigour; accelerating performance in the process.

HOW TO TURN PURPOSE INTO PRACTICE – THE 6 CRUCIAL STEPS:

Clear governance: Establish commitment at the most senior level to ensure Purpose is hard-wired into leadership thinking

Follow an insight-in, inside-out approach: Use our 4Cs analysis model to match the best of a company’s culture to the future opportunity for consumer or customer growth

Define a Purpose: One rooted in relevance, focussing on ‘What Matters Most’ to define a purpose that transforms positively the customer’s experience and the world in which they live

Focus ruthlessly on the key strategic priorities: Those which drive the greatest return for both customer and company in line with the purpose. A focus on doing the things that matter most to the customer and excelling at those, rather than trying to be good at everything

Engage everyone emotionally: Everyone inside the organisation feels a pride and a sense of common purpose, and feels empowered to act in accordance with it, making daily decisions based on it

Track success: Measure understanding, engagement and impact and link these to the most important business metrics

“Caffeine delivered thought-provoking and engaging content around Purpose which really felt relevant to the messages we are trying to deliver – our teams came away feeling inspired and ready to apply these insights to their roles which is exactly what we wanted.”

BRAND & CORPORATE AFFAIRS, BUPA

HOW TO TURN PURPOSE INTO PRACTICE – THE 6 CRUCIAL STEPS:

Clear governance: Establish commitment at the most senior level to ensure Purpose is hard-wired into leadership thinking

Follow an insight-in, inside-out approach: Use our 4Cs analysis model to match the best of a company’s culture to the future opportunity for consumer or customer growth

Define a Purpose: One rooted in relevance, focussing on ‘What Matters Most’ to define a purpose that transforms positively the customer’s experience and the world in which they live

Focus ruthlessly on the key strategic priorities: Those which drive the greatest return for both customer and company in line with the purpose. A focus on doing the things that matter most to the customer and excelling at those, rather than trying to be good at everything

Engage everyone emotionally: Everyone inside the organisation feels a pride and a sense of common purpose, and feels empowered to act in accordance with it, making daily decisions based on it

Track success: Measure understanding, engagement and impact and link these to the most important business metrics

“Caffeine delivered thought-provoking and engaging content around Purpose which really felt relevant to the messages we are trying to deliver – our teams came away feeling inspired and ready to apply these insights to their roles which is exactly what we wanted.”

BRAND & CORPORATE AFFAIRS, BUPA

CAN WE HELP?

If you would like to find out how we can help you become a truly purpose-led organisation, please contact:
simon@thisiscaffeine.com +44 (0)7718 394 992 www.thisiscaffeine.com

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