The Corporate Purpose Podcast

Grabbing Your Customer's Attention with Siena Dexter

karen@aligndonpurpose.com (Siena Dexter, Karen Bailey) — Mon, 24 Oct 2022 19:08:55 +0000

Siena Dexter, Director of Strategy at SmashBrand, joins the podcast to talk about purpose and consumer behavior. In this episode, she explains how we can connect with our audiences and grab their attention at the point of purchase.

Siena provides advice on how to segment our customers and what it looks like to create messaging that is disruptive, persuasive and credible. She also explains why understanding ‘tension’ is so critical in catching the attention of those we’re trying to reach.

We talk about the purpose of purpose and what it means to leverage our purpose in a way that feels authentic and true to the brand. Siena also shares how part of DEI work is taking responsibility for breaking down stereotypes and challenging the assumptions we have about our customers.

Before we wrap up the episode, Siena shares some of the key trends she's noticing that may impact consumer habits in 2023.

You can find and connect with Siena Dexter on LinkedIn and you learn more about SmashBrand by visiting www.smashbrand.com.

Messaging + Strategic Planning

There were so many great brand stories in this episode. Many of which demonstrated the value of having an aligned brand and brand voice. If this episode sparked a desire to create a clearer narrative and strategy for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

- - - - -

Let's stay in touch!

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Taking Collective Action on Racial and Gender Equity

karen@aligndonpurpose.com (beth livingston, Karen Bailey) — Mon, 10 Oct 2022 16:24:49 +0000

Part of building a purpose-driven business is building a diverse and equitable business. Dr. Beth Livingston, associate professor of management and entrepreneurship at the University of Iowa's Tippe College of Business, joins the podcast to talk about diversity, equity and inclusion in the workplace. In this episode, she explains how to get started, how to measure your progress and why we need to look at DEI work at the individual, interpersonal and systemic levels within our companies. Beth explains how each one of us can have a direct impact on creating positive change.

Beth also walks us through the Shared Sisterhood model, pioneered by Dr. Tina Opie, and outlined in their new book, Shared Sisterhood: Taking Collective Action for Racial and Gender Equity at Work. Tina and Beth co-authored the new book, which comes out on October 11, 2022.

In this episode, we also discuss:

How to weave your DEI efforts into your culture,
What it means to build a Shared Sisterhood "safe culture,"
How we can use "Dig" techniques to confront the biases, prejudices and beliefs we bring with us to work,
Likewise, how to use "Bridging" to build stronger relationships across race and ethnicity,
Why collective action among diverse groups is a key to bringing about change,
How to create systems of measurement using the tools you already have in place,
And, why we all have an opportunity to spark change at any level in an organization.

You can connect with Dr. Beth Livingston by visiting https://bethalivingston.com/ and you can connect with Dr. Tina Opie at https://www.drtinaopie.com/. You can also watch Dr. Tina Opie's TedTalk at TedXReno here.

Strategic Planning

There were so many good takeaways in this episode and I highly encourage you to read the book, Shared Sisterhood. It outlines the DEI process in a very systematic way and provides steps that build upon each other as you go. While my work doesn't focus on specifically on DEI, I do like to take a holistic approach when it comes to outlining priorities like DEI. If this episode sparked a desire to create a clearer plan for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Linking Purpose and ESG with HubSpot's Yogesh Chauhan

karen@aligndonpurpose.com (Yogesh Chauhan, Karen Bailey) — Mon, 26 Sep 2022 14:56:51 +0000

Yogesh Chauhan, the director of ESG, at HubSpot joins the podcast to talk about the company's ESG program and how the organization has linked it to their purpose. Throughout the episode, Yogesh speaks directly to what the organization is doing to operate in alignment with their purpose and how they're sharing it with their employees and customers.

One of the things I really enjoyed learning about is HubSpot's communication strategy. The organization prioritizes communication, going so far as to over-communicate with employees. Even more impressive however is the emphasis they put on listening. They regularly survey their team and clients and then use these findings to influence their decision-making. This two-way communication is the foundation of their highly-regarded culture program.

In addition to sharing specifics about their purpose and ESG programs, Yogesh also walks us through three ways companies can demonstrate their purpose. In this episode, we reference his recent article in Medium which breaks down these three pillars.

Key topics covered in this episode:

The origins of corporate responsibility
The difference between CSR and ESG
Three ways to demonstrate your corporate purpose
Becoming an authentic leader and operating in alignment with your purpose
Connecting your personal purpose and your corporate purpose
The Multiplier Effect
Internal communication strategies
Culture-building

You can learn more about HubSpot's culture code and their HEART program here. To learn more about their sustainability program or to download their 2022 Sustainability Report, click here. You can also find and follow Yogesh on LinkedIn.

Strategic Planning

One of the things I took away from this episode is the importance of alignment. Once HubSpot crafted their purpose and ESG programs, the team created a clear plan for weaving it through the business. If this is something you've been thinking about, let's connect. We're offering a new strategic planning program specifically for business leaders who want to create a clearer roadmap for aligning their business around their purpose. You can visit www.AligndonPurpose.com for more details.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Relationship-building and Risk-taking with Stephanie Hanna

karen@aligndonpurpose.com (Stephanie Hanna, Karen Bailey) — Mon, 12 Sep 2022 14:03:46 +0000

Stephanie Hanna is the founder of The Other 85 and co-host of the Capture Your Confidence podcast. In this episode, we talk about purpose-driven leadership and the power of relationship building.

Looking for a job at the peak of the 2008 recession in a new city, Stephanie learned quickly cold applications weren't going to cut it. So, she shifted her strategy to networking and community service. This approach worked. Later, it became the foundation for The Other 85 and ultimately building a business coaching other attorneys and business leaders on the power of networking and relationship-building.

In the episode, Stephanie also talks about building confidence, trying new things and why she doesn't take things personally. She even shares a great story about what happened when only one person attended a webinar she was co-hosting. Stephanie offers tips and stories designed to help women push through their fears and build confidence on the Capture Your Confidence podcast.

To connect with Stephanie Hanna, you can email her at stephanie@theother85.net or find her on LinkedIn or Instagram. You can also learn more about The State of Women Conference, here.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Social Entrepreneurship and Social Media with Heide Rembold

karen@aligndonpurpose.com (Heide Rembold, Karen Bailey) — Mon, 29 Aug 2022 14:29:43 +0000

Heide Rembold is a Columbus, Ohio-based social entrepreneur. She is the founder of Conscious Columbus, where she will soon be launching the 2022 Conscious Compass. The Compass is a directory of social enterprises, micro-businesses and non-profits who are committed to doing business for good. She is also the founder of Juniper Consulting and provides social media, copywriting and marketing support to purpose-driven companies.

In this episode, Heide talks about her bigger vision for the Conscious Compass and lessons she has learned along the way. The Conscious Compass will launch in mid-September. You can find it online here.

Heide and Karen also discuss launching Juniper Consulting and Heide's work as a social media consultant for purpose-led organizations. They discuss their conflicting feelings about social media and the value purpose-led companies offer by bringing positive content into the community. Heide also shares tips and advice for achieving success with social media and why we should look at our social presence as one piece of a larger strategy. They also talk about how social media platforms are moving from social networking to discovery and how to adapt our social media programs.

You can find Heide at Conscious Columbus and on social media at Facebook, Instagram or LinkedIn. Or, you can find her online at Juniper Consulting and on social media at Facebook, Instagram or LinkedIn.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Navigating Disruption and Burnout with Bill Fournet

karen@aligndonpurpose.com (Bill Fournet, Karen Bailey) — Mon, 15 Aug 2022 13:15:58 +0000

In this episode, Bill Fournet, the CEO of Persimmon Group, looks at the transformational state of business today and what we can do as leaders to help our teams and our companies navigate through disruption. Bill explains not only how the pandemic has fractured the status quo, but he also explores the historical patterns that were leading us toward change. Then, he weighs in with a fresh take on the debate around hybrid and remote work and why time has surpassed money as the primary work driver.

In this episode, we discuss:

What is means to be a purpose-driven leader,
How the value we place on time over money is transforming our mindset around work,
The generational shifts that are also changing the current work state,
Why so many of us are experiencing burnout and overwhelm,
Strategies to help navigate and manage burnout, and
The value of creating alignment between your personal and corporate purpose.

Bill Fournet is the founder and CEO of Persimmon Group, where he focuses on executive and team coaching in times of disruption. You can find a copy Bill's eBook, Beating Burnout: How to win the battle against overwhelm and exhaustion here. Bill also mentioned his website, www.billfournet.com/burnout, where you can take a personal or team assessment and download additional resources. You can connect with Bill on LinkedIn or on Facebook.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Building a Purpose-led Team Culture with Stephan Vincent

karen@aligndonpurpose.com (Karen Bailey, Stephan Vincent) — Mon, 1 Aug 2022 12:58:47 +0000

Stephan Vincent, the Senior Director of Workplace Experience at Life Guides, joins the podcast to discuss culture-building and human experience. In this episode, Stephan shares his formula for what is culture and how do we build a healthy, people-centered culture. Through research and years of experience, Stephan has created a unique culture equation. This equation is what he uses to help support his LifeGuide clients and also help build a greater sense of purpose.

The formula: Corporate Values + Behaviors + Moments that Matter x Consistency.

He goes on to explain how each of these attributes can be identified and nurtured to create the strong foundation leaders are seeking to build a positive and meaning organizational culture.

Stephan also talks about the human experience and why we need to show up for our people in and outside of the office. We also discuss the intersection of personal and professional purpose and how every company has the potential to define their purpose for the employees in a tangible way. Stephan also shares some great advice on hiring and explains different strategies to hire people who are not only a match on values but also people who will bring something new to table. In his words, why he prefers to hire people who are a culture-add versus a culture-fit.

You can connect Stephan Vincent on LinkedIn or find Life Guides at www.lifeguides.com.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Exploring Purpose in the Metaverse

karen@aligndonpurpose.com (Karen Bailey, Elaine Young) — Mon, 13 Jun 2022 15:31:18 +0000

Dr. Elaine Young, professor of digital marketing at Champlain College in Burlington, Vermont, returns to the podcast to talk about a new class she's teaching about the Metaverse. In an effort to better prepare her students for the changing business world, Elaine decided to offer a capstone class on Web 3.

So in episode 25, Elaine uses her knowledge of this space along with conversations with her students to explain the metaverse at a high level, highlighting that the metaverse isn't actually new, but rather it's the technology that is moving us forward into this space. Here are a few of the questions Elaine answers during our discussion:

Should brands be showing up in the metaverse? If so, how?
How should a company evaluate different aspects of the metaverse?
How can a company with limited resources dip their toes into this space?
How can corporate purpose be reflected in this space?

Here are links to a of the resources Elaine mentions in this episode:

Brand Activism: from Purpose to Action, by Christian Sarkar / Philip Kotler

Wicked Seven Ecosystem Christian Sarkar / Philip Kotler

Good is the New Cool: Market Like You Give a Damn, by Afdhel Aziz / Bobby Jones

Sally Cherry, LinkedIn

You can also find Elaine Young at Champlain College or on LinkedIn.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Exploring Brand Activism and Advocacy with Dr. Elaine Young

karen@aligndonpurpose.com (Elaine Young, Karen Bailey) — Mon, 16 May 2022 14:00:00 +0000

In episode 24, Dr. Elaine Young, professor of digital marketing at Champlain College in Burlington, Vermont, joins the podcast to explore brand activism and brand advocacy. Together, we discuss:

What is brand activism?
What is the difference between brand activism and brand advocacy?
What happens when a brand chooses to remain neutral?
Can a brand afford to be neutral?
Why no stance is a stance?
How do brands decide where and when to show up?
How can brands navigate this space when we know that advocacy and purpose may vary depending on the audience or person?
What happens when brands are pushed to show up for an issue?

Here are links to two of the books Elaine mentioned in the podcast:

Brand Activism: from Purpose to Action, by Christian Sarkar and Philip Kotler

Good is the New Cool: Market Like You Give a Damn, by Afdhel Aziz and Bobby Jones

You can also find Elaine Young at Champlain College or on LinkedIn.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Flipping the Script on Accountability

karen@aligndonpurpose.com (Michael Lennington, Brian Moran, Karen Bailey) — Tue, 5 Apr 2022 14:34:10 +0000

Michael Lennington and Brian Moran are the best-selling authors of The 12-week Year: Get More Done in 12 Weeks than Others Do in 12 Months and experts in productivity and culture-building. They recently published the new book, Uncommon Accountability: A Radical New Approach to Greater Success and Fulfillment, which explores the shift away from the control view of accountability to an accountability as choice model.

In this episode, we discuss:

Why choice is the crux of accountability,
How to create an ownership mindset instead of a control mindset,
Why holding people accountable usually leads to failure,
What it means to hold people capable,
The difference between consequences and accountability,
The role purpose and mission play in building an accountability mindset, and
Why this model for accountability is necessary in remote and hybrid work cultures.

You can connect with Michael Lennington and Brian Moran or learn more about the book by visiting www.uncommonaccountability.com.

- - - - -

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Nurturing Authentic Leadership with Bonnie Hagemann

karen@aligndonpurpose.com (Karen Bailey, Bonnie Hagemann) — Mon, 21 Mar 2022 14:03:36 +0000

Bonnie Hagemann, leadership expert, CEO and author, joins the podcast to discuss what she's learned about authentic leadership and the growing network of women supporting each other on their rise to the top. In this episode, we talk about the value of vision, creating the culture you desire, and some of the EDA's key takeaways from the pandemic. Bonnie also explains the impetus for her latest book, Courage to Advance, and shares about her work as an advocate for greater board diversity and gender equality.

In this episode, we discuss:

The relationship between culture and purpose,
Leading through change,
How to shape the culture you want,
The value of a clear vision (Leading with Vision),
The need for more women in leadership roles, and
Dynamic stories of support from both women and men.

Bonnie Hagemann is the CEO of the EDA, Inc., a well-known thought leader, speaker and author, and the co-founder of WomenExecs on Boards. You can connect with or follow Bonnie on LinkedIn.

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

A Mindful Approach to Business

karen@aligndonpurpose.com (Karen Bailey, Jason Garvale) — Mon, 7 Mar 2022 15:15:00 +0000

Jason Garvale, the founder of Begin Within Strategy, joins the podcast to discuss a more intentional way to build your business. Jason shares about discovering mindfulness and how he was able to incorporate the principles of mindfulness into his work as a purpose consultant and strategist. He talks about the opportunity we have as leaders to look inside our businesses to identify our purpose and use it to guide our decision-making. We also discuss some of the concepts he's shared on Instagram and what we can learn from organizations, like Patagonia, Nike and REI, about being thoughtful about the impact our companies have on our employees, customers and communities. Here are a just of the key principles we discuss:

Creating a business that aligns with our values,
The Purpose Economy by Aaron Hurst,
Taking responsibility for the way we operate and build our companies,
Discovering the place where our ambitions align with our customers' ambitions,
Becoming a guide not a champion,
Finding our purpose and strength from within, and
The relationship between purpose, culture and values.

You can find Jason Garvale at www.beginwithinstrategy.com or instagram at @beginwithinstrategy

Let's stay in touch!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Purpose...Employees...ESG...Climate Risk

karen@aligndonpurpose.com (Karen Bailey, Carol Nolan Drake) — Mon, 21 Feb 2022 14:00:00 +0000

In episode 20, Karen Bailey sits down with Carol Nolan Drake, the founder and CEO of Carlow Consulting, to discuss Larry Fink's annual Letter to CEOs. Larry Fink is the Founder, Chairman and CEO of BlackRock, which today holds more than $10 trillion in assets under management. Karen and Carol break down the contents of Larry Fink's 2022 letter and why it carries so much meaning to business leaders today.

The conversation looks at:

Larry's call to businesses to get clear about their purpose,
The changing relationship between companies and their employees,
Stewardship,
Speaking up on societal issues,
Proxy voting,
Climate risk, and
ESG.

Carol first appeared on the podcast in Episode 11: Building a Compelling ESG Program. where she explains what is ESG and offers advice on how to get started on assembling your own ESG program. As a consultant, Carol works with public and private companies, shareholders and non-profits on ESG and is the co-author of the Society for Corporate Governance, ESG Implementation Guide for its members.

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

The State of Hiring with Evan Sohn

karen@aligndonpurpose.com (Evan Sohn, Karen Bailey) — Mon, 7 Feb 2022 15:26:36 +0000

Evan Sohn is the chairman and CEO of recruiter.com (NASDAQ: RCRT) and speaks to the current trends transforming the hiring the process today. Evan joins the podcast to share a State of the Current Hiring landscape and addresses:

Changing candidate priorities [11:50]
Work from anywhere [12:53]
The effects of the Gig Economy [14:30]
The 'Job Hopper' economy [15:45]
Advice for companies hiring right now, including tips for how to transform your interview process [16:50]
Culture and connectedness [20:20]
Decision-making [24:15]
The Ira Sohn Conference Foundation [28:55]

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Season Two Guest Preview

karen@aligndonpurpose.com (Karen Bailey) — Mon, 31 Jan 2022 19:19:07 +0000

In this episode, Karen Bailey walks through some of the new guests and topics who will be joining the podcast in season two. To kick things off, Evan Sohn, Chairman and CEO of recruiter.com, joins us for a deep dive on the current state of hiring. Evan offers an interesting look at how recruiting has changed and what businesses can do to attract talent.

Later in the season, we will return to the talent management discussion when I’m joined by the authors of the new book: Uncommon Accountability. Brian, Michael and I dig into accountability. What it is and what it is not (which may surprise you)? How to foster a culture of accountability? Why thinking about accountability in terms of empowerment and ownership may be a key to success.

Another one of my favorite episodes in season two is my interview with Jason Garvale. Jason, the founder of Begin Within Strategy and a good friend, walks us through what it looks like to build a business with clear intention. He also shares how he helps companies look inside themselves to find clarity, purpose and direction.

From there, we’re going to meet CEO and author Bonnie Hageman. Bonnie leans into her experience in human capital management to offer some really good advice around vision, leadership and culture-building. Then, we shift gears as Bonnie walks us through the work she’s doing today around gender equality and board diversity. In her latest book, The Courage to Advance, Bonnie shares the stories of some of the most accomplished women in the world. The book explores how they achieved success, while overcoming considerable barriers, and what these women are doing today to uplift others.

Other Upcoming Topics and Episodes

These are just a few of the great interviews I have lined up for 2022. We’re also going to spend time on purpose and social impact, DEI, sustainability and leadership. We will even dip our toes into the metaverse. I’m also going to be hopping into the mix with some solo shows.

I’m really excited about how season two is coming together. I am honored to again be joined by some great experts and industry leaders. If you have suggestions for topics or guests, please don’t hesitate to reach out to me at thecorporatepurposepodcast.com. Finally, be sure to subscribe, so you don’t miss new episodes. You can find The Corporate Purpose Podcast wherever you listen to podcasts. New episodes drop every other Monday, beginning February 7.

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Purposeful Strategic Planning

karen@aligndonpurpose.com (Alignd on Purpose) — Mon, 25 Oct 2021 17:33:02 +0000

This week, we are wrapping up season one with a look at the strategic planning process and ways we can incorporate our purpose into the process. Karen Bailey offers tips and ideas for making meaningful changes that will help you better align your business around its purpose. She also provides suggestions for purposeful goals that will help you move your business forward and closes the episodes with some recommendations on measurement and accountability.

During the episode, Karen references a few season one episodes to revisit if you're looking for more specifics to help you build your plan or set purpose-first goals. They include:

To help you build your case for purposeful business, consider checking out Episode 13: How Purpose Creates Value in Your Business
For research and data to help you build your case for purpose, check out Episode 1: Finding Purpose
To help build purpose into your recruiting and onboarding processes, check out Episode 5: Finding and Hiring the Right People
To learn more about accountability among leadership, check out Episode 10: Purpose-drive Leadership
To help you get started on building an ESG Program, check out my interview with Carol Nolan Drake in Episode 11: Building a Compelling ESG Program

As this episode wraps up season one, I hope you consider subscribing to the podcast so you will be notified when we kick off season two after the first of the year! And, don't forget to subscribe to our newsletter so you can receive tips and ideas for building and growing your business on purpose.

The Purpose Workshop

If you're enjoying the podcast, you might also enjoy this free, one-hour workshop. We're going to discuss what is purpose and why it matters, while spending most of our time working on a roadmap for defining your purpose and aligning your business around it. Click here to learn more or to sign up.

- - - - -

Is your purpose clear?

Try taking The Purpose Quiz. Answer a few short questions and then scroll through the results to see how you did and for tips on where you could better align your business around its purpose. You can also learn more about purpose at www.aligndonpurpose.com.

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

The Art of Listening

karen@aligndonpurpose.com (Alignd on Purpose) — Mon, 18 Oct 2021 15:04:36 +0000

We've talked quite a bit on the podcast about clarity and communication, but haven't yet discussed the importance of listening. So, this week, we're devoting an entire episode to listening. Listening to leaders in and outside of our companies to gain that clarity we need to define our corporate purpose. Listening to employees, customers and partners to shape our business strategy and to meet the changing expectations they have for brands today. And, finally, listening to identify and let go of what no longer aligns with our purpose.

We also spend time exploring the 'unfreezing effect' occurring in most businesses today. Karen explains what is the 'unfreezing effect', what it means for our organizations and how listening may be the key to successfully navigating through this time of change. You can read the full article from McKinsey & Company referenced in the episode: here.

Karen also mentions an interview with Dr. Kathleen Williamson, President and Academic Dean of the Mount Carmel College of Nursing on the show. During Karen's conversation earlier this year with Dr. Williamson, she shared some great advice about embracing change and letting go:

“Letting go allows you to move on. In our case, we had to let go of how we were used to doing things and embrace new, better and more innovative ideas. Many of which are changing us for the better.” - Dr. Kathleen Williamson

You can find the entire interview here: https://aligndonpurpose.com/strategic-transformation/

The Purpose Workshop

- - - - -

Is your purpose clear?

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Writing Better Website Copy

karen@aligndonpurpose.com (Karen Bailey) — Mon, 11 Oct 2021 13:00:00 +0000

As a great follow up to Episode 14: Communicating Your Purpose, Karen Bailey explores how we can build purpose into our websites. Karen is sharing some practical, hands-on advice for weaving your purpose into your website copy and making small changes to reflect your purpose.

We talk first about some of the common mistakes brands are making, focusing in mainly on missed opportunities. Karen then provides a series of tips for writing copy that explains your purpose. For anyone who likes specific examples, this episode is full of brands we think are doing it well. Whether you are working on your first website or you're a website pro, we hope you walk away with a few ideas for building your purpose into your website and for writing more meaningful copy.

The Purpose Workshop

- - - - -

Is your purpose clear?

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Communicating Your Purpose

karen@aligndonpurpose.com (Karen Bailey) — Mon, 4 Oct 2021 16:17:51 +0000

In this episode, Karen Bailey explores the value of communicating your purpose and shares a variety of tips and tools for anyone interested in building and growing their business on purpose. Karen explores the value of clarity and building a strong narrative, how to develop meaningful and engaging content that demonstrates your purpose, and the process of sharing it among your different stakeholder groups. Karen also explains the reason why communications is pivotal to growing a purpose-driven business and the link between strategic communications and greater alignment.

Related episodes:

Writing a Good Purpose Statement, Episode 3
Launching Your Mission Vision and Values with Heidi Baumgart, Episode 4
Building a Compelling ESG Program, Episode 11

The Purpose Workshop

- - - - -

Is your purpose clear?

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

How Purpose Creates Value in Your Business

karen@aligndonpurpose.com (Karen Bailey) — Mon, 27 Sep 2021 14:00:00 +0000

Knowing your brand purpose can be your company's secret weapon. Purpose helps you differentiate yourself from your peers, streamline your sales and marketing efforts and enhance more consistent and more strategic decision-making. It’s also a valuable asset for inspiring and motivating yourself and those around you. In this episode, Karen Bailey explores five ways knowing your purpose can help you lead your organization.

In this episode, Karen refers to The 2020 Zeno Strength of Purpose Study, which shows that when consumers think a brand has a strong Purpose, they are: 

4 times more likely to purchase from the company
6 times more likely to protect the company in the event of a misstep or public criticism
4.5 times more likely to champion the company and recommend it to friends and family
4.1 times more likely to trust the company

Karen references a few of episodes of the podcast in this show, including:

- - - - -

Is your purpose clear?

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Breaking Down the Myths about Purpose

karen@aligndonpurpose.com (Karen Bailey) — Mon, 20 Sep 2021 14:35:25 +0000

In episode 12, Karen Bailey breaks down five common myths about corporate purpose. She shares some of the early feedback she received when she launched the blog, Purpose Greater Than Profit, and comments from well-meaning critics. Karen challenges business leaders who may thinking that purpose doesn't apply to their business and why purpose is about far more than marketing. She also encourages leaders to 'flip the lens' when it comes to the cost of purpose.

You can learn about the statements on the purpose of a business from The World Economic Forum and the Business Roundtable: here. Karen also references Episode 11: Building a Compelling ESG Program.

- - - - -

Is your purpose clear?

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Building a Compelling ESG Program

karen@aligndonpurpose.com (Karen Bailey, Carol Nolan Drake) — Mon, 13 Sep 2021 15:33:32 +0000

Carol Nolan Drake, J.D., is the CEO and Founder of Carlow Consulting LLC, where she provides corporate governance, ESG and diversity consulting services to public and private companies, non-profit organizations and investors. Carol is also the co-author of the Society for Corporate Governance, ESG Implementation Guide.

In this episode, Carol answers some key questions regarding ESG and assembling a results-driven program, including:

What is ESG?
Is there a relationship between corporate purpose and ESG?
What is the role of the leadership team, or specifically, the board of directors in putting together an ESG program?
How can leaders involve or activate their employees to help them achieve the goals laid out in their ESG program?
How are leaders holding themselves and the business accountable to their ESG program? And, also, do you see employees holding leaders accountable to the program?
How are companies balancing short-term and long-term results? Particularly, balancing expectations from investors and results outlined in the program?
Can you explain the role of ESG in risk mitigation and risk management?
What advice would you give a company beginning to assemble or in the early stages of assembling an ESG program?

You can learn more about Carol's work on ESG, diversity and corporate governance by visiting www.carlowconsulting.com or connect with her on Twitter and LinkedIn.

- - - - -

Is your purpose clear?

There's a lot of talk about purpose. But, how do we actually know if our purpose is clear and making its way through the organization? Try taking The Purpose Quiz. Answer a few short questions and then scroll through the results to see how you did and for tips on where you could better align your business around its purpose. You can download it here.

Stay Connected!

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Purpose-driven Leadership

karen@aligndonpurpose.com (Karen Bailey) — Mon, 6 Sep 2021 14:00:00 +0000

Research shows companies that are clear about what they do and why they do it are more innovative, they more more money and they’re better equipped to navigate change. They also attract like-minded employees and customers by providing a greater sense of meaning and connection. However, to fully realize the value of having a clear purpose, a company needs a purposeful leader. An individual or group of leaders committed to demonstrating and shepherding the organization's purpose. In other words, a leader who is a champion for the purpose.

So, what defines a purposeful leader? In this episode, Karen Bailey shares some of the traits she's noticed working with purpose-driven leaders, such as:

They are passionate about the business and have a desire to build a purpose-driven business. (Check out episode 2: Closing the Purpose Gap for more on the role leadership plays in closing the gap.)
They have a clear vision. (Check out the book, Vivid Vision by Cameron Herald, for more vision, or listen to Episode 4: Finding and Hiring the Right People for more on the intersection between vision and recruiting.)
They are aware of shifting business dynamics and how they affect the business.
They're willing to hold themselves and others accountable to the purpose.
They are community-centric. (They've shifted their lens from productivity to impact.)

Karen also shares some of her favorite purposeful leaders, including Jeni Britton Bauer of Jeni's Ice Cream, Hamdi Ulakaya, founder of Chobani, and Dave Gilboa and Neil Blumenthal, founders of Warby Parker. She also references the TedTalk, "The Anti-CEO Playbook" by Hamdi Ulakaya.

Take the Purpose Quiz!

Are you curious about whether your business is aligned around its purpose? Would you like to know where your business might be out of alignment or what you could do to weave your purpose through your organization? Yes? Then, take The Purpose Quiz. You can download the quiz here.

Need a Speaker?

Looking for a speaker for your next professional development event, retreat or conference? Let's chat. As host of The Corporate Purpose Podcast, Karen Bailey also speaks and guest lectures about purposeful business and the changing business landscape. Her focus is on sharing what is means to activate your purpose. In the following presentation, Karen will explore what is purpose and why does it matter today. She will also walk participants through the steps they can take to create a business culture aligned around its purpose:

Putting your Purpose into Practice
Building a Purpose-Driven Culture

-----

Are you curious about building a purpose-driven business? Are you a business leader who is choosing to use your business your business for good? Or, do you just want to know a little more about this thing called purpose?

If you answered yes to any of these questions, then you're in the right place. Be sure to subscribe to the podcast, so you don't miss an episode. You may also consider signing up for our newsletter or connecting with us on Twitter, Instagram or LinkedIn.

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Standing Out in a Cluttered Market

karen@aligndonpurpose.com (Karen Bailey) — Mon, 30 Aug 2021 19:32:02 +0000

In episode 9, we're exploring what it means to cut through the noise in a cluttered marketplace. Karen Bailey is sharing some of the steps she uses in her business to help organizations uncover their unique value and then differentiate themselves in their industry.

Here are a couple of the steps outlined in this episode:

Conduct a competitive audit to get familiar with the messaging in your niche.
Let go of the language that is overused.
Get clear about your purpose.
Build consistency.
Be authentic.
Prove your purpose and close any gaps that may exist.

Take the Purpose Quiz!

Need a Speaker?

Putting your Purpose into Practice
Building a Purpose-Driven Culture

-----

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

Looking Ahead: Purpose and GenZ (Part 2)

karen@aligndonpurpose.com (Karen Bailey, J.D. Mooney, Nicole Hile) — Mon, 23 Aug 2021 16:15:00 +0000

In Part Two of my Looking Ahead series, I talk with two Ohio State University students about their experiences and views and explore the role of GenZ in shaping the purpose movement.

In this episode, we discuss:

The role purpose plays in choosing an internship or job [0:00:25]
Doing work the has meaning [0:02:09]
How GenZ thinks about diversity, equity and inclusion [0:03:10]
Brand follow through and alignment [0:05:00]
What it means to be The Trust Generation [0:06:47]
How GenZ views and uses social media [0:09:11]
COVID and finding balance [0:11:06]
GenZ and Return to Work [0:14:33]

I've been spending a lot of time lately on the link between having a clear purpose and what it means to put your purpose into action. So, I developed a short quiz to help you gauge whether your purpose is clear. You can download the quiz here.

-----

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.

BONUS Episode: Building Meaningful Change in Your Business

karen@aligndonpurpose.com (Alignd on Purpose) — Mon, 16 Aug 2021 17:30:43 +0000

Join Karen Bailey for a look at how we can create more meaningful change in our businesses. In this BONUS episode, we're taking a look at how leaders are making strides in using their business to take steps forward on diversity, equity, inclusion, sustainability, mental health and wellness and where we may be falling short. First, we look at some of the feedback indicating that while our hearts are in the right place, we may be falling short on delivering the impact we're seeking. Karen explores this gap between our sharing our purpose and putting into action further in Episode 2: Closing the Purpose Gap.

Karen also shares a discovery she made a few years ago about the link between purpose, people and process and how as leaders we need to empower our employees to help us move our companies forward. This occurs best when the purpose and expectations are clear and we're willing to give our employees room to move our organizations closer to it. Karen shares more about consistent decision-making in Episode 3: Writing a Good Purpose Statement.

-----

Please also consider sharing this podcast with a friend or colleague and to help more leaders use their business for good.

Looking Ahead: Purpose and GenZ with Mary Sterenberg

karen@aligndonpurpose.com (Mary Sterenberg, Karen Bailey) — Mon, 9 Aug 2021 21:00:14 +0000

In this episode, Mary Sterenberg joins the show for a discussion about purpose and GenZ. During the conversation, Mary references a few studies we both reviewed before the interview. You can find them below:

McKinsey & Company: ‘True Gen’: Generation Z and its Implications for Companies
LinkedIn Business Blog: 6 Gen Z Traits You Need to Know to Attract, Hire, and Retain Them

This episode includes a thoughtful discussion about:

The habits and beliefs of GenZ
The expectations they have for brands around purpose, sustainability and DEI
The balance between 'digital connectedness' and an in person dialogue
Return to work, recruiting and the influence of a diverse university experience
The effects of COVID: adaptability, resilience and gratitude
Looking beyond professional experience to identify top talent
Leadership and the future of purposeful business

Lastly, during the episode, Karen cites the following quote from Peter McGuinness, the President and Chief Operating Officer at Chobani: "The leaders of tomorrow more and more recognize that having a strong mind and a big heart is where you need to be."

-----

Are you curious about building a purpose-driven business? Are you a business leader who is choosing to use your business to create a positive impact on those around you? Or, do you just want to know a little more about this thing called purpose?

Please also consider sharing this podcast with a friend or colleague and help more leaders use their business for good.

Finding and Hiring the Right People

karen@aligndonpurpose.com (Karen Bailey) — Mon, 2 Aug 2021 16:00:00 +0000

In episode 5, we turn our attention the impact of purpose on finding and hiring the right people. Karen Bailey offers four steps to help companies weave their purpose into the recruiting process and the importance of identifying people whose values align with the business.

Here are a few of the key tips shared during this episode:

a. Weave your purpose into your job description, then find ways to incorporate your purpose into other touch points, like LinkedIn, your website, quotes and new releases and sales materials.

b. Create a series of screening questions that focus on culture, then share these across the business. Some of these questions may include:

What is the best advice your have received?
Who or what inspires you?
Which of our core values resonates with you most?
What does a successful company culture look like to you?

c. Diversify your talent pool. If you haven't already, create a plan for finding diverse candidates and set measurable targets. Look beyond LinkedIn and Indeed and consider colleges and universities, professional development groups and associations. Or, consider a recruiting firms that has already built a diverse talent pipeline.

d. "Strong cultures are built. They don't just happen." - Karen Bailey

e. Training plays an ever present role in helping to weave purpose across the organization. If you want to find and hire people who fit your culture, you need to first build a strong culture. Training a plays key role in this.

f. A brand or purpose book is a great way to get people on the same page. Writing down your purpose and what it looks like in action helps everyone get clear about the expectations and behaviors that align with the brand. You can read more about this process in a recent interview with John Palmer, Ohio Hospital Association, here.

g. Create the right experience up front. Here are a few resources mentioned in the episode:

The Power of Moments by Chip and Dan Heath
"Organizations with a strong onboarding process improve new hire retention by 82% and productivity by over 70%. ("The True Cost of bad Hire," Glassdoor)
Executive Leader Coach and communications expert M.J. Clark shares more tips on hiring and onboarding here.

Launching Your Mission, Vision and Values with Heidi Baumgart

karen@aligndonpurpose.com (Karen Bailey, Heidi Baumgart) — Mon, 26 Jul 2021 16:00:00 +0000

In this episode, we are joined by Heidi Baumgart, the director of marketing at Arborwear, based in Cleveland, Ohio. Heidi begins the episode by sharing the process the company went through to uncover and refine their Mission, Vision and Values. Then, Heidi explains the launch planning and implementation process. Heidi and Karen discuss the benefits of launching in phases, signs that the messaging is taking hold among employees and why creating triggers can be a key to your launch success.

You can learn more about Arborwear and view the organization's Mission, Vision and Values at https://arborwear.com/page/our-vision-and-values.

Also, if you're struggling right now to develop your Mission, Vision and Values or would like to uncover your company's purpose, we'd love to help. You can learn more about the process we take to support businesses in their journey to get clear about their Mission, Vision and Core Values by visiting our website.

-----

If you answered YES to any of these questions, then you're in the right place. This podcast is about what it means to build and grow a business with a clear purpose. Be sure to subscribe to the podcast, so you don't miss an episode. You may also consider signing up for our newsletter or connecting with us on Twitter, Instagram or LinkedIn.

3. Writing a Good Purpose Statement

karen@aligndonpurpose.com (Alignd on Purpose) — Mon, 19 Jul 2021 16:00:00 +0000

This week, we're breaking down the process of writing a good purpose statement. Karen shares five key characteristics of a good brand statement along with some key tips she picked up over the years working with businesses to define their purpose. This episode is great for both leaders who are starting the process to define their purpose as well as organizations further along who want to tighten up the language and meaning of their current purpose.

We talk about the art of making it simple and specific and a few of the brands who do this well. Karen also lists some of the common mistakes brands make in being too vague and too lofty when preparing their corporate purpose.

During the episode, Karen also invites companies to think about how they can be a champion for the people, purpose or cause they support. You can read more about this process and building a Champion Mindset, here.

-----

If you answered yes to any of these questions, then you're in the right place. Be sure to subscribe to the podcast, so you don't miss an episode. You may also consider signing up for our newsletter or connecting with us on Twitter, Instagram or LinkedIn.

2. Closing the Purpose Gap

karen@aligndonpurpose.com (Karen Bailey) — Mon, 12 Jul 2021 20:00:00 +0000

Is your business experiencing the ‘purpose gap’? In this episode, we're exploring the space between what a brand says is their purpose and what a brand does to take action around their purpose. We're also delving into some of the most common reasons for this gap.

Part 1. In first part of the episode, we look at the research. We explore two different studies, each citing a considerable difference in how employees and consumer perceive the value of purpose and what companies are doing to activate their purpose. Below are two key metrics discussed in the episode.

82% of employees surveyed reported that it is important for a company to have a defined purpose statement. Only 42% believed their organization’s purpose statement drives impact. (McKinsey, 2019)
94% of consumers believe companies should have a strong purpose; only 34% believe most companies actually do. (Zeno Group, 2020)

Part 2: Then, we look at the reasons why this gap exists. Karen explains some of the common challenges companies face when it comes to defining their purpose and using it to create meaningful impact.

Part 3: In the last part of the episode, we look at different ways business leaders can close the gap between what they say and what they do. Karen offers some specific steps leaders can take to better align their business around its purpose.

You can learn more about the 'purpose gap' at our blog: Alignd on Purpose

- - -

If you answered yes to any of these questions, then you're in the right place. Be sure to subscribe to the podcast, so you don't miss an episode. You may also consider signing up for newsletter or connecting with us on Twitter, Instagram or LinkedIn.

1. Finding Purpose

karen@aligndonpurpose.com (Alignd on Purpose) — Mon, 12 Jul 2021 19:51:12 +0000

Five years ago I left my corporate job to start a company. A few months in, I found myself painting my half bath wondering what went wrong. This was when I uncovered a new wave of business leaders who believed they could make money and change the world.

Today, I’m sharing a little bit about my journey starting a business that lacked focus and ultimately finding my purpose helping companies discover theirs. I’m also going to talk about the business case for corporate purpose and why every business should have a purpose greater than profit.

In 2016, I left my corporate job to start a business. I had watched other people before me make what appeared to be a seamless transition from corporate exec to entrepreneur and figured I could too.

However, just a few months in, I found myself painting the walls of my half bath unsure what to do next. I wasn’t clear on what I offered or who needed it. My business lacked focus. And, it was bad. I created a sales deck early on and later went back to look and I had 26 different offerings. Yes, 26. I think my approach was to cast the widest net I could and see what I could catch.

The worst part was that as a veteran marketer, who has worked with global brands, promoted national events and written corporate messaging for dozens of companies, I could see the mistakes I was making. It was like one of those moments where you see that glass falling but you can’t reach it in time.

It was at this point, I hit pause and got to work. I dug deep into my experiences and beliefs and started to explore what projects I loved doing and what made me miserable. I also carved out to time to explore the trends that were shaping business today. Something we rarely have time to do when we’re jumping from meeting to meeting.

All of this work led me to a couple key beliefs that I still carry with me today.…first, successful companies were those who knew their stories. Throughout my career, I have been in roles where I worked closely with CEOs and business leaders. In that time, I realized the most successful CEOs were those who had a clear vision. They were focused, charismatic and they knew where the business was going. That clarity gave people a sense of belonging. It helped people not only see the bigger picture but where they fit into the picture.

The second thing I noticed was that the market was shifting. In the retail space, companies like TOMS Shoes and Warby Parker were making headlines with their buy one, give one models and outerwear brands, like Patagonia and REI, were reclaiming the outdoors.

There was clearly a wave of new leaders, who believed that a brand could do exceptional sales while also committing to delivering positive impact. I started exploring this new category of social enterprise and not-only-for-profit companies and I noticed some similar qualities among their leaders. They were clear about their vision, cared about strong relationships and believed that their business could do more than generate profits.

Just as I was getting clear about the beliefs that would drive my business, an article landed in my inbox. I don’t actually remember the title, but it cited a study about the value of brand purpose. I kept digging and found a white paper by Harvard Business Review with Ernst and Young about the benefits of knowing your corporate purpose. This was the full aha moment. I realized Corporate purpose was about far more than successful leadership traits and clear messaging. Committing to a purpose greater than profit was becoming foundational and here was the business case.

First, it was clear that expectations we place on brands have changed:

Today, 94% of global consumers expect businesses to have a strong purpose (The 2020 Zeno Strength of Purpose Study, Zeno Group).
80% of customers and employees believe businesses have a responsibility to make a positive impact on society. (The Impact of Equality and Values Driven Business, Salesforce)

Second, the way we perceive companies has also changed:

85% of CEOs said they were more likely to recommend a company with a clear purpose to others. (The Business Case for Purpose, E&Y)
81% of CEOs interviewed believe purpose-driven firms deliver higher quality products and services. (The Business Case for Purpose, E&Y)

But, the most compelling shift I discovered is that purposeful businesses outperform their peers. Research shows companies with a clear purpose make more money and provide a higher rate of return on investment (The Return on Purpose, Fortuna Advisors). This is because purposeful businesses are better able to attract and retain top talent, they’re more appealing to social and environmentally-conscious consumers (Purpose and Performance, Alignd on Purpose), they’re more innovate, more diverse and better able to adapt to change (The Business Case for Purpose, E&Y).

Once I discovered that there was a real business case for purposeful business, I began to notice other important shifts. In 2019, the Business Roundtable release their statement on the purpose of a business, shifting our mindset from shareholder-primacy to stakeholder value (The Purpose Movement, Alignd on Purpose). The World Economic Forum released The Universal Purpose of a Company in the Fourth Industrial Revolution (Davos Manifesto 2020, World Economic Forum)and global leaders like BlackRock’s Larry Fink were asking businesses to step up on social and environmental impact and discussing the relationship between purpose and profit (Larry Fink CEO Letter 2021, BlackRock).

I started this podcast because I’ve spent the last four years exploring what it means to build and grow a business with a clear purpose. I believe every business should have a purpose greater than profit and want to start a conversation about a different way of doing business. I’m going to dig into the studies and trends that are reshaping the current business landscape, talk with CEOs and business leaders who are proving you can make money and make an impact. But most importantly, I’m going to share tips and best practices you can use right now to make key changes in your business.

I hope you join me on this journey to help more leaders build a business for good.

- - -

You can find out more about The Corporate Purpose Podcast by visiting www.thecorporatepurposepodcast.com. You can also follow the show on Instagram at @thecorporatepurposepodcast or find your host Karen Bailey on Twitter at @klbailey.

If you’d like to learn more about building a business with a clear purpose or to receive our newsletter, check out Alignd on Purpose. We are a consulting firm dedicated to helping companies define their purpose align their business around it.

Purpose Greater Than Profit is a registered Trademark of Karen Bailey Communications LLC

The Corporate Purpose Podcast: Trailer

karen@aligndonpurpose.com (Karen Bailey) — Thu, 6 May 2021 12:00:00 +0000

Introducing The Corporate Purpose. A new podcast for business leaders who are rewriting the rules of business. Today, 94% of global consumers expect a brand to have a clear purpose, and 85% of CEOs say they are more likely to recommend a business with a strong purpose to others. This podcast is about the changing business landscape and breaking down what it means to build and grow a business with a clear purpose. Hosted by Karen Bailey, the founder of Alignd on Purpose, The Corporate Purpose is for anyone who has a desire to transform the way you're doing business. Visit www.thecorporatepurposepodcast.com to learn more.