Description

In this episode, Jimmy Newson interviews Lisa Routel, Chief Strategy Officer at BioOx and Strategy and Marketing Lead at Verizon. They discuss the concept of impact and how it can be defined in different ways. Lisa shares her journey from being a research scientist to working in the business side of the pharmaceutical industry. She emphasizes the importance of aligning with purpose-driven companies and the value of customer feedback in measuring impact. Lisa also highlights the differences between working with a startup and a major brand, and the need for small businesses to prioritize impact from day one.

Takeaways

• Impact can be defined in different ways, including financial performance, customer loyalty, health and wellness, environmental impact, and cultural impact.
• Small businesses should prioritize impact from day one by defining their mission and aligning their strategies and actions with their purpose.
• Customer feedback is crucial in measuring impact and building a community of brand ambassadors.
• Working with startups offers more opportunities for direct impact and building intimate relationships with customers, while working with major brands allows for larger-scale impact and innovation.
• Bottom-up impact approaches, such as word-of-mouth marketing and building strong customer relationships, can be effective for small businesses.

Chapters

00:00 Introduction and Overview

07:42 Defining Impact: Beyond Financial Performance

29:34 Measuring Impact through Customer Feedback

35:18 Working with Startups vs. Major Brands

41:20 Building Intimate Customer Relationships

44:13 Conclusion and Call to Action