The New IP: Innovation Through Purpose

1. we are

2. Flexible, fluid and fearless Grounded is a purpose-driven branding, design and
communications consultancy that thrives at the intersection of brand experience,
commercial innovation and social impact.

3. The New IP
Innovation Through Purpose

4. To be fully engaged, employees need to
find meaning in their daily work BUT fewer
than half say they actually do.
PWC: Putting Purpose to Work

5. Only 27%
of business leaders help employees connect
their own purpose to the work of the company.
PWC: Putting Purpose to Work

6. “Meaning comes from belonging to and serving something
beyond yourself and from developing the best within you.”
Martin Seligman | American Psychologist

7. 1WHY
Belief & Purpose 2WAY
Pursuits

8. Belief | This is what we believe about the world.
The single-minded, profoundly human belief we have about the world.
It anchors our ambition and provides the inspiration for our purpose.
It should be human
It should be truthful
It should be universal
….And it should set up a tension for the purpose to resolve……

9. Purpose | This is what we exist to do.
Purpose operates on a very high level – expressing how we will affect culture,
serve people or change the world for the better in some way.
It should be simple
It should be focused
It should be transformative
….And it should get to the heart of mission and human problem that we’re trying to solve

10. Pursuits | These three things will make it real.
They should drive decision making at every level of the organization.
The Product (is what we invest our resources in producing and developing.)
The Platform (is what we need to leverage, create or build to be effective.)
The Impact (is the difference we want to make in the world.)

12. Belief | This is what we believe about the world.
Everyone should have access to affordable eyecare. It should no longer
be a barrier to human achievement and possibility - because when the
world sees better, the world is better.
|

13. Purpose | This is what we exist to do.
Fuel people’s potential by helping them see clearly.
|

14. Pursuits | These three things will make it real.
Platform. ImpactProduct.
INNOVATIVE
Provide funding, staff,
equipment and programming
for pop-up clinics and self-
sustaining vision centers in
under-served communities
around the world.
HUMAN
Luxottica (company, brands and
employees), thousands of
volunteers and over 60+ partner
organizations.
POWERFUL
Be a positive force for social
change by helping people to
appreciate how the power of
sight can reduce inequality.
|

15. OUR BELIEF | This is what we believe about the world.
OUR PURPOSE | This is what we exist to do
OUR PURSUITS | These three things will make it real.
Platform. ImpactProduct.
Everyone should have access to affordable eyecare. It should no longer be a barrier to human
achievement and possibility - because when the world sees better, the world is better.
Fuel people’s potential by helping them see clearly.
INNOVATIVE
Provide funding, staff,
equipment and programming
for pop-up clinics and self-
sustaining vision centers in
under-served communities
around the world.
HUMAN
Luxottica (company, brands and
employees), thousands of
volunteers and over 60+ partner
organizations.
POWERFUL
Be a positive force for social
change by helping people to
appreciate how the power of
sight can reduce inequality.
|

17. OUR BELIEF: This is our belief about the world.
All plants are sacred and their healing energy intimately connects us to each other
and the natural world. They keep us healthy and teach us how to grow.
OUR PURPOSE: This is what we exist to do
Produce the highest quality, full spectrum CBD oil from Cannabis to usher in a new more
enlightened age of medicine – restoring the intimate balance between earth, body and spirit.
Education:
We educate Doctors, HCPs
and Consumers around the
world - bridging the gap
between ancient wisdom
and modern medicine.
Research & Development:
We combine science with
spirituality to cultivate and
harvest the very best product
to help people achieve the
very best quality of life.
Accessibility:
We provide unlimited access
to our medicine, cultivars and
philosophy to promote
health, wellbeing and
prosperity - helping the
people and communities that
need it the most.
OUR PURSUITS: These three things will make it real.

18. https://www.wasuhemp.com

20. OUR BELIEF | This is what we believe about the world.
OUR PURPOSE | This is what we exist to do
OUR PURSUITS | These three things will make it real.
Platform. ImpactProduct.
By breaking down the boundaries between purpose and profit, we can empower business leaders
to accelerate change and lead the way.
Transform Purpose into Profit - Creating Value By Doing Good
CONSULT
We help brands, business and
social enterprises find, articulate
and activate their purpose
where it matters the most
CONVENE
We bring CEOs, strategists,
academics, investors, creatives,
producers, philanthropists and
activists together to innovate
around some of the world’s
biggest problems
INCUBATE
We identify, invest in and
support the most promising
social enterprises and start-
ups so they can make money
while doing good.

22. 14 E 44th Street, 4th Floor
New York, NY 10017
phil@grounded.world | heidi@grounded.world
THANK YOU!