Steve Fuller of award-winning creative agency The House spoke at the Bath & Bristol Marketing Network on 8th September about purpose-driven companies, and how the future belongs to companies with a clear purpose. Why are you in business other than to make money? Full details of the talk and upcoming events here: http://www.marketing-network.org/catch-up/

1. THE FUTURE
BELONGS TO
COMPANIES
WITH PURPOSE

2. “BUSINESS IS THE MOST POWERFUL
FORCE IN SOCIETY TODAY.
IT’S MORE POWERFUL THAN RELIGION,
THAN NATION STATES… IF BUSINESS
DOESN’T HELP ADDRESS SOCIAL AND
ENVIRONMENTAL ISSUES, THEY’RE
NOT GOING TO GET ADDRESSED.”
Jerry Greenfield (Ben & Jerry’s co founder)

7. BUSINESS IS MORE TRUSTED
THAN GOVERNMENT IN
21 OF 27 GLOBAL MARKETS
(EDELMAN TRUST MONITOR
330,000 RESPONDENTS)

8. SO WHAT IS THIS
THING CALLED
PURPOSE?

9. “MORE THAN EVER BEFORE, THE
BUSINESS THAT WANTS TO ACHIEVE
LONG-TERM SUCCESS MUST EARTH
ITSELF IN A SURE SENSE OF WHY IT
EXISTS, WHAT IT STANDS FOR, AND
WHY IT MATTERS...”

10. “...AND THAT PURPOSE
SHOULD BE SELF-EVIDENT
IN THE VERY PRODUCTS AND
SERVICES IT PROVIDES, HOW IT
ORGANISES ITSELF, AND HOW IT
CONDUCTS ITS DAILY BUSINESS.”
DAN GRAY, VISITING FELLOW OF
THE ASHRIDGE CENTRE FOR BUSINESS

11. WHAT IT ISN’T?
NOT CORPORATE SOCIAL
RESPONSIBILITY (CSR)
BUT A CORE BUSINESS STRATEGY
NOT A PROJECT
BUT A MODEL FOR BUSINESS
NOT BUSINESS AS USUAL
BUT AN OPPORTUNITY TO
DESIGN SOMETHING BETTER

12. THE BIG
QUESTION
WHYARE YOU
IN BUSINESS
OTHER THAN TO
MAKE MONEY?

13. IT’S NOT
ABOUT SMART
PEOPLE
IT’S ABOUT
A SMART
PLANET

15. IT’S NOT
ABOUT
BILLS
IT’S ABOUT
MILLS

17. IT’S NOT
ABOUT
BUILDING
HOUSES
IT’S ABOUT
BUILDING
A BETTER
WORLD

19. SO WHERE ARE WE TODAY?
WE GET PAID TO GROW
RENEWABLES, RECYCLING &
REGENERATION BUSINESSES

21. SO WHERE ARE WE TODAY?
WE GET PAID TO PROMOTE
HEALTH, EYE CARE AND
DENTAL CARE

23. SO WHERE ARE WE TODAY?
WE GET PAID TO TACKLE THE
STIGMA ASSOCIATED WITH
HOMELESSNESS, SOCIAL
HOUSING AND EVEN DEATH

24. SO WHAT IS THIS
THING CALLED
PURPOSE?

25. #1
PURPOSE DRIVEN
CULTURE EATS
STRATEGY BEFORE
BREAKFAST

26. #2
IF YOU WANT
TO BE DIFFERENT
MAKE A DIFFERENCE

27. #3
TOP RIGHT HAND
CORNER IS THE
NEW BOTTOM RIGHT
HAND CORNER

29. #4
PURPOSE POWERS
ATTRACTION

30. #5
LEADING BY
EXAMPLE

32. #6
LOYALTY THAT
CAN’T BE BOUGHT

33. #7
KEEP THE TALENT
IN THE TEAM

34. RESEARCH CONSULTANCY GLOBAL
TOLERANCE HAS FOUND THAT
62% OF UK MILLENNIALS WANT TO
WORK FOR AN ORGANISATION WITH
A POSITIVE IMPACT ON THE WORLD,
WHILE 53 PER CENT SAID THEY
WOULD WORK HARDER IF THEIR
COMPANY BENEFITED SOCIETY.

35. #8
PURPOSE IS A TOOL
FOR INNOVATION

36. #9
FIT FOR
THE FUTURE

37. #10
MAKES YOU MORE
INVESTABLE

38. TIP #1
ASK THE BIG QUESTION

39. TIP #2
BUILD A CULTURE ON
VALUES NOT VALUE

40. TIP #3
DEVELOP PRODUCTS,
SERVICES & INNOVATE
AROUND AN AGENDA NOT
A BALANCE SHEET

41. ANY
QUESTIONS?