The new economy is going to be driven by an emerging group of people all over the world who want their employment, investing and buying to shape a better world while meeting their self oriented needs. This book shows how a new driver of choice is happening worldwide whereby consumers, employees and investors are using purpose and community as a major driver of their commitments. This new driver is present worldwide and cuts across almost all demographic barriers including age, developing/developing world, politics, religious affiliation and income level. Those companies who understand and respond to this Aspirational person will create game changing competitive advantage. Rather than thinking of this person as a consumer, employee or investor we need to begin to realize this is the same person and we need to attract them on all three fronts at once. This new person wants to shop, loves brands, is often active on social media and loves to share stories. They want to consume but want “consumption without conflict” where they feel they are helping society, planet and themselves. Winning this new rising class of people who want good for self, good for people and good for planet alongside a sense of community/tribe is a spot of true differentiation. These people want doing well and doing good to sit side by side as they live their lives. They simply want it all and if you can give it you will succeed.
Jewish writer and Holocaust survivor Elie Wiesel once said that “we become the stories we tell.” Having worked with some of the best companies in the world on building great corporate cultures, I believe that the best organizations consistently use stories to drive culture. In......
22 September, 2011
The No. 1 reason employees hold back from taking initiative is because they feel that their ideas don’t matter because leaders make decisions without asking for input. If you want your team to take a more active role in your business, you need to listen......
29 January, 2012
When CEO Tony Hsieh was asked why Zappos was so successful, he said, “for us, our number one priority is corporate culture—once the culture is right, great customer service and brand building happens naturally.” This can be as true for a small team of people......
27 February, 2012
Corporate sustainability is one of the buzz words of our day, especially in the corporate world. Titles such as Chief Sustainability Officer and Corporate Responsibility Director are becoming commonplace. Adopting a culture of sustainability is paramount if a company wants to thrive by staying on......
29 May, 2012