Shows
The Corporate Purpose PodcastGrabbing Your Customer's Attention with Siena DexterSiena Dexter, Director of Strategy at SmashBrand, joins the podcast to talk about purpose and consumer behavior. In this episode, she explains how we can connect with our audiences and grab their attention at the point of purchase.Siena provides advice on how to segment our customers and what it looks like to create messaging that is disruptive, persuasive and credible. She also explains why understanding ‘tension’ is so critical in catching the attention of those we’re trying to reach.We talk about the purpose of purpose and what it means to leverage our purpos...
2022-10-2434 minThe Corporate Purpose PodcastTaking Collective Action on Racial and Gender EquityPart of building a purpose-driven business is building a diverse and equitable business. Dr. Beth Livingston, associate professor of management and entrepreneurship at the University of Iowa's Tippe College of Business, joins the podcast to talk about diversity, equity and inclusion in the workplace. In this episode, she explains how to get started, how to measure your progress and why we need to look at DEI work at the individual, interpersonal and systemic levels within our companies. Beth explains how each one of us can have a direct impact on creating positive change.Beth also walks us t...
2022-10-1037 minThe Corporate Purpose PodcastLinking Purpose and ESG with HubSpot's Yogesh ChauhanYogesh Chauhan, the director of ESG, at HubSpot joins the podcast to talk about the company's ESG program and how the organization has linked it to their purpose. Throughout the episode, Yogesh speaks directly to what the organization is doing to operate in alignment with their purpose and how they're sharing it with their employees and customers. One of the things I really enjoyed learning about is HubSpot's communication strategy. The organization prioritizes communication, going so far as to over-communicate with employees. Even more impressive however is the emphasis they put on listening. They regularly survey their te...
2022-09-2636 minThe Corporate Purpose PodcastPurposeful Strategic PlanningThis week, we are wrapping up season one with a look at the strategic planning process and ways we can incorporate our purpose into the process. Karen Bailey offers tips and ideas for making meaningful changes that will help you better align your business around its purpose. She also provides suggestions for purposeful goals that will help you move your business forward and closes the episodes with some recommendations on measurement and accountability.During the episode, Karen references a few season one episodes to revisit if you're looking for more specifics to help you build your plan...
2021-10-2511 minThe Corporate Purpose PodcastThe Art of ListeningWe've talked quite a bit on the podcast about clarity and communication, but haven't yet discussed the importance of listening. So, this week, we're devoting an entire episode to listening. Listening to leaders in and outside of our companies to gain that clarity we need to define our corporate purpose. Listening to employees, customers and partners to shape our business strategy and to meet the changing expectations they have for brands today. And, finally, listening to identify and let go of what no longer aligns with our purpose. We also spend time exploring the 'unfreezing ef...
2021-10-1811 minThe Corporate Purpose PodcastWriting Better Website CopyAs a great follow up to Episode 14: Communicating Your Purpose, Karen Bailey explores how we can build purpose into our websites. Karen is sharing some practical, hands-on advice for weaving your purpose into your website copy and making small changes to reflect your purpose. We talk first about some of the common mistakes brands are making, focusing in mainly on missed opportunities. Karen then provides a series of tips for writing copy that explains your purpose. For anyone who likes specific examples, this episode is full of brands we think are doing it well. Whether you are wo...
2021-10-1108 minThe Corporate Purpose PodcastCommunicating Your PurposeIn this episode, Karen Bailey explores the value of communicating your purpose and shares a variety of tips and tools for anyone interested in building and growing their business on purpose. Karen explores the value of clarity and building a strong narrative, how to develop meaningful and engaging content that demonstrates your purpose, and the process of sharing it among your different stakeholder groups. Karen also explains the reason why communications is pivotal to growing a purpose-driven business and the link between strategic communications and greater alignment.Related episodes: Writing a Good Purpose Statement, Episode 3Launching Yo...
2021-10-0410 minThe Corporate Purpose PodcastHow Purpose Creates Value in Your BusinessKnowing your brand purpose can be your company's secret weapon. Purpose helps you differentiate yourself from your peers, streamline your sales and marketing efforts and enhance more consistent and more strategic decision-making. It’s also a valuable asset for inspiring and motivating yourself and those around you. In this episode, Karen Bailey explores five ways knowing your purpose can help you lead your organization. In this episode, Karen refers to The 2020 Zeno Strength of Purpose Study, which shows that when consumers think a brand has a strong Purpose, they are: 4 times more likely to purchase...
2021-09-2712 minThe Corporate Purpose PodcastBreaking Down the Myths about PurposeIn episode 12, Karen Bailey breaks down five common myths about corporate purpose. She shares some of the early feedback she received when she launched the blog, Purpose Greater Than Profit, and comments from well-meaning critics. Karen challenges business leaders who may thinking that purpose doesn't apply to their business and why purpose is about far more than marketing. She also encourages leaders to 'flip the lens' when it comes to the cost of purpose. You can learn about the statements on the purpose of a business from The World Economic Forum and the Business Roundtable: he...
2021-09-2009 min