Is your company struggling to activate purpose? Let’s start to energize your organization with purpose
Purpose Activation
Is your company struggling to activate purpose? Let’s start to energize your organization with purpose
Activating purpose within an organization is comparable with a change project, as there are many barriers to overcome. Nevertheless, the purpose activation journey is a rewarding one, as there are plenty of benefits that come with a successful purpose activation. Typical barriers are (1) missing emotional storytelling, a (2) lack of adequate role modeling, (3) perception gaps regarding the link between purpose and the company strategy, (4) poorly equipped senior leadership teams as well as (5) limited experience how to effectively cascade the activation journey to engage the employees. At Globeone, we follow a three-step approach to enable purpose driven change. First, we create awareness & understanding in the different target groups by cascading purpose into the organization with thoughtful messaging and building a contextual link to the strategic priorities. Second, we build acceptance & desire through exchange with the C-level and leaders from all business lines. A shared purpose understanding needs to be built and leaders willing to act as purpose ambassadors need to be identified. Third, reinforcement is key as purpose needs to become part of day-to-day management. Purpose-led behaviors & processes need to be defined and integrated into regular job routines as well as lighthouse projects that can be utilized to signal that the organization is heading into the right direction.
Activating a corporate purpose within the workforce not only fosters a positive internal environment but also equips the organization with a competitive edge in the market. Specific benefits include (1) enhanced employee engagement & motivation, (2) a stronger unified corporate culture & sense of belonging, (3) improved attractiveness to potential employees & retention, (4) improved productivity as employees are more inspired and see their work as more relevant and well as (5) positive impact on innovation and (6) a better corporate reputation and higher trust by external stakeholder groups.
Activating Schaeffler‘s new purpose „We pioneer motion“ in a 360 degree campaign
Purpose activation through interactive workshops and leadership engagement at global Top 100 meeting
Creation of a purpose activation roadmap in the Defense & Space division to drive employee engagement
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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