WIn #2.
Business with a purpose
Lot’s of markets have come to a stand-still. Even lower prices don’t bring the needed turnover anymore. Competition is everywhere and their products are equally good. Spending more on advertising is impossible, aside from the fact that people see way to much commercial messages anyway. What to do?! Go back to your identity and try to rediscover the true purpose of your organization. What was it the founders wanted to challenge, solve or do better. And think of purpose as truly beneficiary for society at large!
With this purpose in mind translate it to an actionable leading concept. Something to use in all of your communications. A platform for others to join even. Think from this perspective back to your portfolio, what your offering could look like beyond the physical products, define the missing elements and act from collaborative strategies. The purpose will deliver you the next generation of added value. Because it brings value to your customers and to the world at large.
A purpose not only delivers a feel good factor but is also crucial to create a higher price for your offerings. Simply because the offering you bring entails a tangible benefit that goes above and beyond the physical aspects. A purpose also intensifies the relationship with your (potential) customers and your own employees. And this is not fictional as recent American research has proven. Once again!
An excellent example of this ‘purpose’ business approach can be found in the hardcore B-2-B of heat transfer installations manufactured by Bronswerk. Going back to their roots delivered the insight that with their work, the world consumption of energy would be 1/6th less... Named the E-Element, it has now become instrumental in their approach of customers in the oil and gas industry who are under pressure to deliver tangible results with the scarce natural resources. '7 wins of using your identity'