02

Purpose
Development

The process of developing a sound corporate purpose is more than just a writing exercise. Many internal stakeholders want to be heard and reflected in the concept. A well-structured process allows you to stay in control of the development, while opening it up for participation from different parts of the organization just at the right time. Be it a classical top-down or bottom-up approach with broad employee & stakeholder involvement: our proven 5-step purpose development process makes sure that you arrive at a relevant and engaging purpose concept, built on insights from within your organization, the market environment and public perception.

• Reveal the DNA of your company, relevant megatrends and market developments
• Involve relevant stakeholders to reflect the entire business
• Create a purpose concept and related statement, including your heritage & relevant proof points
• Align the purpose statement with other positioning elements (e.g., vision)
• Prepare for the launch of your purpose and craft a compelling signature story

03

Purpose driven transformation
strategy

We help you designing and driving your transformation program by developing a holistic purpose-vision-mission framework that puts the corporate purpose at the center of your strategy. This framework and the related program structure helps you aligning your focus areas, investments, innovation, people management, sustainability and business activities towards the intended future state. As new EU regulation and the financial markets are pushing large corporations urgently to deliver more and more proof-points for their positive impact in terms of sustainability and climate-friendly conduct, we also advise our clients to align their strategy with the new EU-Taxonomy early on. Proactively communicating EU-Taxonomy performance will become a major way to prove positive impact and avoid corporate greenwashing issues.

05

Organization &
Leadership Culture

Transformations have the potential to ruin your culture, even more so in times where hybrid work has become the new normal. We help you integrate your purpose with your organization to make sure that your employees understand and support the way forward. We help your leadership team break down the corporate purpose for their day-to-day management activities. And we support you in building a meaningful culture in which your corporate purpose is the glue for employee engagement throughout your transformation.

• Internal Purpose Readiness™ culture assessment
• Guiding C-Level management teams & Advisory Boards
• Development of target culture & values
• Employee value proposition
• Culture initiatives
• Purpose leadership trainings & tool kits

07

Thought Leadership

Once you have your strategy defined around a clearly articulated purpose, and once you have your organization rallied, it is time to speak up publicly. Explain your business model, how your company and industry can make a positive difference for society and represent legitimate industry interests towards politics and regulators. External stakeholders and partners need to understand the transformation and the objectives behind it. A consistent and strong communication strategy is key in addressing uncertainties and in creating transparency throughout the transformation process. We help our clients put purpose at the center of their annual communications plan and break it down into stakeholder-specific messaging and targeted activities using the right formats and channels. As a result, all stakeholders fully understand the company’s purpose, its long-term ambition as well as its role in driving sustainable action within and beyond the organization.

• Annual communications plan
• Development of an integrated CEO positioning model
• Screening of thought leadership topics
• Narrative development & messaging
• Activation planning (events, media, partnership platforms)
• Responding to shareholder activist campaigns