Have you had an experience where a company’s values (ex. friendly, fast customer service) don’t match your experience (slow, unhelpful customer service agent)? Simply having a value (ex. great customer service) doesn’t mean that’s what happens every day at an organization. Great organizations succeed based on what they think, do and say and building trust is key in today’s busy world. From the receptionist at the front desk to the CEO, how do you make sure your team is living out your company’s values? Ron Tite and I sat down to discuss how to build trust in a world that’s full of uncertainty and broken promises.
Ron has worked with brands like Hershey’s, Evian, Google and Walmart. A common mistake he sees large and small companies alike make is using purpose as a proxy for cause. We took notes from his book ‘Think. Do. Say.’ to make defining corporate purpose easier.
First, ‘Think’ about what your corporate purpose is but don’t just attach it to the latest cause. Corporate purpose is a brand belief statement. Say, ‘We believe this so we do this.’ The “so” must connect what you fundamentally believe and where you make your money. Claiming your purpose as fighting for gender equality in the board room but selling cars doesn’t align.
Then, ‘Do’ activities and implement innovations guided by your purpose and reinforced by that belief. Your purpose acts as a pivot foot like in basketball and shouldn’t change. This keeps your company anchored, so even when you try new concepts you remain focused.
Lastly, ‘Say’, aka share, your purpose and what you do to reinforce it with the world. Ideas, passions, and a sense of purpose are adopted by other people depending on how it’s communicated. Growth comes from sharing and getting more people on your side.
Equally as important to how consumers receive your brand are the people helping you build it. We may have found the antidote to the Great Resignation with Ron’s theory of meaningful employment.
“The Great Resignation doesn’t just include people resigning as in leaving their jobs. It also includes people accepting an unfavorable work situation and resigning to do the same thing over and over. Companies will make greater strides when they prioritize Employee Experience (EX) and create a sense of meaningful employment.
Meaningful employment is not the ping pong table or drinks after work. It’s when an employee understands what the company stands for and the role they have to play in it. It establishes a sense of purpose in regards to the role and reminds them of their importance to the company.”
So, how do we balance using edgy marketing to capture attention with playing the long game of authenticity? Treat your business like a car manufacturer with these two sections:
“As marketers, and people, we should clearly understand assembly line activities vs concept car activities. Amateur’s throw things at a wall and hope it sticks. Pros are focused by their sense of purpose.” – Ron Tite (tweet this!)
05:00 Winning People’s Time
08:35 Assembly Line Vs Concept Car Analogy
15:05 Defining Cause And Purpose
20:07 How To Build A Brand
26:40 Meaningful Employment And The Customer Experience
32:24 The Three Types Of Stories To Tell In An Organization
37:31 Speed Round
Ron’s book: Think. Do. Say. https://amzn.to/3BBSzIq
Ron’s website: https://rontite.com/
Ron’s company: https://churchstate.co
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