1.
When does your
company need
purpose?
THE NEEDS OF
THE WORLD
HOW TO
STRATEGIZE FOR
THE NEW YEAR
BY BCG
HOW TO
FIND YOUR PURPOSE
BY BCG + BRIGHOUSE
#HOWTOBYBCG
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& I N C R E A S I N G
HOW TO
STRATEGIZE FOR
THE NEW YEAR
BY BCG
HOW TO
FIND YOUR PURPOSE
BY BCG +
#H
O
W
TO
BYBCG
Present purpose
internally first
Understand “purpose”
is not a tag line
Position purpose
as a lens for all
decision making
Realize the company’s
purpose is not to make
shareholders rich
Oversight by the
board and C-suite
HOW CAN YOU AVOID PITFALLS
WHILE IMPLEMENTING PURPOSE?
YOUR BRAND STANDS FOR SOMETHING
Show stakeholders
the organization lives its
purpose everyday
Embrace the
organization’s past
to articulate an
authentic purpose
CUSTOMERS
Brand positioning lost its way?
Marketing missing that viral spark?
Millennials feel out of reach?
PURPOSE IS OUR WHY
BCG logic meets
BrightHouse creativity.
A BRAND A STAND
What Why
Point of
Difference
Point of
View
Market
Driven
Ethotically
Driven
Next
Quarter
Next
Quarter
Century
Loyalty Love
MISSION IS OUR WHAT
VISION IS OUR WHERE
STRATEGY
Are vision, mission, and values
clear and relevant?
Is it unclear which innovations or
acquisitions to pursue?
EMPLOYEES
Organization poorly aligned?
Engagement suffering?
Turnover decimating the ranks?
Not seen as a destination employer?
Strategy
Change
Management
Culture
Analytics
Storytelling
Ideation
Social Impact
Corporate
Identity
YOUR UNIQUE
TALENTS
YOUR PURPOSE
BH + BCG
The Smartest Way to Why
To find your company purpose
and learn more visit:
HOW TO
STRATEGIZE FOR
THE NEW YEAR
BY BCG
HOW TO
FIND YOUR PURPOSE
BY BCG + BRIGHT-
HOUSE#HOWTOBYBCG
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#HOWTOBYBCG
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& I N C R E A S I N G
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