Business Crossroads

Companies are at a crossroads. And that means their customers are also at a crossroads.

All the chatter about the return to the office boils down to several things. But are companies being human enough? Are they emotional enough? And are they giving their teams (and thus their customers) a true sense of Purpose or Conviction?

People surround themselves daily with entertainment, connections, emotion, and humanity. Yet, the second we think of business and offices, this is generally lost. Emotion walks out the door, along with employees.

Today, now more than ever, customers and employees need brands to deliver them a north star.

Here’s a link to an edit from a recent keynote on the topic.

And there's proof. When looking at the growing brands on the S&P500, you see they all have something in common, they think like a Tribe and deliver their teams a Sense of Conviction and a Sense of Belonging.

And this pays off. When Nike gave a true sense of Purpose around Colin Kaepernick, they add $6b to their share value. How's that for a belief?

Covid has accelerated customer trends. According to the IAG, the fastest-growing brands of 2021 will be storeless, data-rich, live, participatory, entertaining, localized, and streaming. (See the problem, your team will get none of this at the office.)

And if you expect your teams to deliver for the customer, you'd better deliver for your teams by giving them a true Purpose.