2016 cause conference kirsten ludwig putting purpose at the center of culture

#CauseSD ™ weareingoodco.com

KIRSTEN LUDWIG @ IN GOOD CO

CULTURE CONSCIOUS BRANDS THRIVE

™

MY FAM


BUT ALSO THIS


CULTURE what why who how


#$% DO YOU MEAN BY


CULTURE


OUTSIDE


INSIDE


PERFECTION


REALITY


MOST BRANDS


REALITY


64% 80%


CULTURE =

VISIBLE VALUES


VISIBLE VALUES Look at the following images.

I’ll give you a minute to do that and then I’d like you to turn and chat with 3-4 of your

neighbors and brainstorm what ‘VALUES’ these express.

GAME


BUT WHY IS CULTURE SO CRITICAL?


756% 1%

682% 166%


WINNING


REI


IN + OUT: LOVE THE OUTDOORS

Yay Days

Adventures $1.6B

REI


REFORMATION


IN + OUT: ECOLOGICALLY SENSITIVE

B-Corp

Dead-stock Fabrics $25m

REFORMATION


HYATT


IN + OUT: NIMBLE

Staff Empowerment One Fine Stay Partnership

Record Occupancy

HYATT


MATCH INS AND THE OUTS


WHO’S GOT IT?

Turn to your other neighbor (let’s make more friends!) and find two other friends.

I’d like you to pick a company that you think has a good culture both inside and out. This might be a bit of debate, that’s ok. I want you to land on one as a group and I want you to identify as a group one identify why you feel that way. Since you don’t work their you might not have information on internal efforts but if you have ideas

about that pick one of each. Internal and external.

GAME


BUT WHAT IS YOUR CULTURE?


WHO ARE WE?


PURPOSE


VISION


BEHAVIORS


1. PURPOSE


WHAT DOES PURPOSE EVEN MEAN?

Some people think that purpose means ‘what you do’, others think about ‘the reason

something exists’.

Take a moment to write down your definition of purpose.

GAME


YOUR VALUES What do you stand for?

YOUR VALUE What do you offer?

100YRS What’s your north star?


WHAT DO YOU AUTHENTICALLY BELIEVE?

Values are controversial for companies but critical.

It’s important to distinguish between CORE values (those that suppose your purpose) and PERMISSION-TO-PLAY values. The latter go without saying

(integrity is a good example), the others drive how you will achieve your purpose.

If you have values that currently drive your company, write them down. If you don’t, write down what you think they should be.

Rank them. Then let’s play devil’s advocate to make sure they’ll stand the test of

time.

Values should support your reality.

VALUES


WHAT DO YOU REALLY OFFER?

Write down 3 ‘services’ you offer.

Now re-frame the question. What do these services allow people to do?

VALUE


100 YRS

VALUES + VALUE

Write down 3 ways you can connect what you believe (your VALUES) with what you offer (your VALUE)


100 YRS

+ VALUES VALUE


2. VISION


WHAT ARE 3 HEADLINES YOU SEE BEING WRITTEN

ABOUT YOU IN 2025?

These will evolve but what are they TODAY

GAME


INSPIRATION What motivates you?

CHANGE What impact do you want to make?

PEOPLE Who’s making it happen?


INSPIRATION

QUOTES BOOKS

BRANSON GANDHI

PROFIT DO GOOD


CHANGE

TOMS P&G

DONATE VOLUNTE

ER IMPACTF

UL IMPACT


PEOPLE

9-5 24/7

FUN DRIVEN

TALK

SHOP TALK KIDS


3.BEHAVIORS


STORIES What are your roots?

PLACE How do you show up?

ACTIONS How do you walk the walk?


STORIES HOMEWORK: WHAT ARE

YOUR ROOTS

One of the biggest struggles we have found in maintaining a solid culture is when your heritage is lost.

Somewhere between employee 30 and 150 the stories become less important. But it’s these nuggets that connect your culture, your purpose and your future.

They must be authentic and they don’t need to written anywhere but there should

be a way these are constantly reinforced.

Figure out who and how, that’s your homework. And don’t forget, tell these stories INSIDE and OUTSIDE.


PLACE HOMEWORK: HOW DO YOU SHOW

UP?

We firmly believe that the ‘place’ you create for your consumers and for your team to experience your brand is paramount.

But like we said, it’s not just about ping pong tables. You have to embrace the personality and

values on your brand.

In today’s digital world we think this is actually becoming more and more critical. Your physical presence must align with your digital presence and vice versa. Consistency here is key.

This is actually an entirely separate talk we give but for now, take a moment to reflect on 3 aspects of

your physical and digital presence and ask yourself, how do these represent our values.


ACTIONS HOMEWORK:

WHAT ARE 3 STEPS YOU CAN TAKE TOMORROW

Write them down now so and tell us so you’re more

accountable. Then, tomorrow, start!

Don’t forget to hashtag #culturepays


4. FOLLOW THROUGH


NO EXERCISE JUST 3 PIECES OF ADVICE

One-on-one

Walk-the-walk Aggregate

FOLLOW THROUGH


TO END WITH SOME URGENCY


25% 72% 60%



QUESTIONS?

Thank You

2016 cause conference kirsten ludwig putting purpose at the center of culture

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Transcript of 2016 cause conference kirsten ludwig putting purpose at the center of culture