DW's Blog
Purpose And Soul
by DW Green — May 26, 2010
I was humbled to participate in a tribute to one of our clients last week. Among others, I was interviewed, on video no less, on their behalf. I was presented with a list of questions to address by the interviewer ahead of time. As I was preparing my responses, I realized, from my perspective, what the essence of my clients company truly is.
To me, our client is a humanistic company. It is a company with a soul. And from the depths of their soul, the will to give uncommon service to all stakeholders flows. This company is imbued with the joy of service, to the community, to society, to the environment, to customers, and to associates.
Their leadership believes in purpose and in meaning and the well being of its stakeholders—employees, customers, suppliers, business partners, and society. They facilitate, encourage, reward, recognize, and celebrate their employees for being of service to each other, to customers and to the communities in which they serve because it’s the right thing to do.
In an extremely difficult low price focused, low margin industry, with fierce competition, our client is the ultimate value creator: they create emotional value, experiential value, social value, and of course financial value.
This client is an inspiration to me. My intention is to become a company of purpose, and of meaning. And like our client, a company with a soul.
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I’ve been thinking about meaning as the most important part of the greater offering. To contribute meaning, whether through deeper community, as T&C provides, or through deeper joy in life or some other value that allows people greater faith in life itself, that is the truest, deepest gift a brand can give. If a company—or a brand—commits to enriching meaning in their customers lives, there is no way to compete with the relationship and loyalty it will create in their customers lives.