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Online Morgenbooster: Acting on Your Purpose in a Time of Crisis

Online Morgenbooster: Acting on Your Purpose in a Time of Crisis

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Online Morgenbooster: Acting on Your Purpose in a Time of Crisis

  1. 1. Slides: Online Morgenbooster, June 10th: ACTING ON YOUR PURPOSE IN A TIME OF CRISIS
  2. 2. A TIME OF CRISIS IS THE BEST TIME FOR THE REIMAGINATION OF YOUR BUSINESS Martin Reeves, BCG Henderson Institute (indirect quotation) Børsen Executive Club (webinar, April 30th)
  3. 3. 321 3 Guiding Principles Bring a Human Perspective Put your Purpose into Action Sharpen your Purpose
  4. 4. 1ST PRINCIPLE SHARPEN YOUR
  5. 5. THE YEARNING TO DO WHAT WE DO IN THE SERVICE OF SOMETHING LARGER THAN OURSELVES “ Daniel H. Pink
  6. 6. MORE MOTIVATED EMPLOYEES MORE INNOVATIVE POWER MORE LOYAL CUSTOMERS BETTER BUSINESS OUTCOMES The Business Case For Purpose A Harvard Business Review Analytic Services Report (2015)
  7. 7. Kantar - Purpose–led Growth (2020) x2Brands recognized for high commitment to Purpose have grown at more than twice the rate of others
  8. 8. REDEFINE THE PLAYING FIELD Put Purpose at the Core of Your Strategy Harvard Business Review (2019)
  9. 9. 2ND PRINCIPLE PUT YOUR PURPOSE INTO ACTION
  10. 10. THE IMPACT YOU SEEK TO HAVE ON PEOPLE’S LIVES AND THE WORLD THEY LIVE IN “ Kantar - Purpose–led Growth (2020)
  11. 11. PURPOSE IS NOT: TO BECOME #1 IN THE MARKET TO SUPPORT A RANDOM CAUSE TO EXPLOIT A SOCIAL ISSUE Kantar - Purpose–led Growth (2020)
  12. 12. Accenture Strategy Research Report (2018) 66%Of consumers are attracted to buy from a brand that has a great culture, does what it says it will do and delivers on its promises
  13. 13. RESHAPE YOUR VALUE PROPOSITION Put Purpose at the Core of Your Strategy Harvard Business Review (2019)
  14. 14. 3RD PRINCIPLE BRING A HUMAN PERSPECTIVE
  15. 15. A CONSCIOUS BRAND WILL ENABLE US TO CHANGE SOMETHING - TOGETHER Wolff Olins, (indirect quotation) Conscious Brands, The race to make a better brand (2020)
  16. 16. 64%Of consumers will buy or boycott a brand solely because of its position on a social or political issue 2018 Edelman Earned Brand study
  17. 17. CREATE A MOVEMENT
  18. 18. BRAND EXPERIENCE DESIGN MODEL
  19. 19. Problem Purpose Brand Experience Design Model
  20. 20. Problem Purpose Proposition Personality Brand Experience Design Model
  21. 21. Problem Purpose FIT Brand Experience Design Model Proposition Personality
  22. 22. Problem Purpose Proposition PersonalityFit Role Brand Experience Design Model What role do you play in people’s lives? And how do your products and services enable them to change their lives and take action in the world?
  23. 23. Relationships Role Brand Experience Design Model What is the nature of your relationships with your customers and other stakeholders? And how might you act together?
  24. 24. Capabilities Relationships Role Brand Experience Design Model What core capabilities, unique resources and organizational setup make you able to create the intended change?
  25. 25. Culture Capabilities Relationships Role Brand Experience Design Model What are the shared narratives, values and attitudes that define your organisation?
  26. 26. Culture Capabilities Relationships Role Brand Experience Design Model
  27. 27. Culture Capabilities Relationships Role Brand Experience Design Model Original source of reference: Wolff Olins Butterfly Model and Quadrant Model Problem Purpose FITProposition Personality
  28. 28. THE CLIMATE CRISIS
  29. 29. Oil Crisis Fossils-fuelled Energy To ensure Danish Independence on Energy A Danish fossil fuels energy company DONG: 1973 Source: orsted.dk and investindk.com (Mapped out by 1508)
  30. 30. Ørsted: 2017 An international sustainable energy activist Climate Crisis To create a world run solely on green energy Renewable Energy Source: orsted.dk and investindk.com (Mapped out by 1508)
  31. 31. ØRSTED RANKED THE MOST SUSTAINABLE COMPANY IN THE WORLD IN THE CORPORATE KNIGHTS 2020 GLOBAL 100 INDEX Source: orsted.dk (2020)
  32. 32. THE CORONA CRISIS
  33. 33. BLACK LIVES MATTER
  34. 34. 1 3 Guiding Principles Sharpen your Purpose IS YOUR PURPOSE CLEAR AND IS IT ADDRESSING THE RIGHT PROBLEM?
  35. 35. 2 3 Guiding Principles Put your Purpose into Action IS YOUR PROPOSITION AND PERSONALITY BRINGING YOUR PURPOSE INTO ACTION?
  36. 36. 3 3 Guiding Principles Bring a Human Perspective DOES YOUR ROLE AND THE NATURE OF YOUR RELATIONSHIPS BRING MEANING TO PEOPLE? - AND INVITE THEM IN
  37. 37. THANKS! On June 17th our Senior User Experience Designer and Strategist, Louise Vittrup, will be hosting the last online Morgenbooster of this series. She will present trust as a design material and as a foundation for persuasive design and discuss how you can work with trust in order to create more engaging experiences, deepen your relationship with your customers and increase conversion. Amalie Rahr, Brand Manager, 1508 ara@1508.dk Hjørdis Thorborg, Brand Experience Director, 1508 hth@1508.dk

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