Marketers tend to make a big deal out of terms like “purpose” and “authenticity.” Why? Because research findings, survey results, and numerous other studies indicate that these things matter to customers. Leading with purpose is something much more important.
Brands that exist beyond mere profit — and can communicate that purpose clearly — tend to succeed. On the other hand, those that behave in a way that doesn’t match their message are penalized by consumers. They’re not who they say they are, and customers would rather not do business with them.
If you’re leading a values-focused company, one that demands its people uphold certain ideals, you’ll face plenty of tough decisions. If you stay true to the values that guide your company, you’ll likely be rewarded by consumers who share those values.
This is often easier said than done. Leaders at purpose-driven companies play by a different set of rules. In some ways, a strict adherence to certain values makes leading easier, as some decisions require less thought or may even be avoided altogether.
There will be times when sticking to your purpose isn’t always pleasant. Here are three strategies to help you successfully lead your team in the direction of your company’s values.
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