What is it?
A number of years ago I was working with a team on the creation of a new business (a NewCo). This NewCo was set to disrupt the sales performance improvement industry. It was born out of own frustrations with this space, and the lack of innovation we saw from it.
My boss at the time brought in a an outside consultant to work with us; Will Gardner (https://willgardner.co/) . He wasn’t a typical, McKinsey-style consultant, however. He centered his work all around the concept of “purpose”. While initially tempted to think, “oh here we go, another fluffy trend” it really gripped me.
The below graphic show Will's approach and you can click on it to read more
The idea was simple. While profit is obviously essential, a business should exist to solve real problems and challenges and make the world a better place. The reason I see it as more than a trend is that my generation have been yearning for this mindset. For a while we allowed companies - particularly in tech - to lure us in with free lunches, beer, and bean bags. We’ve matured though and need something more. We live for experience, not stuff, and most of us would file “making the world better” an experience. I’m not claiming we’re in anyway more altruistic than others but we live in a world where we have an experience, we blast it over social media, then we gain short term satisfaction believing we’re having a better experience than our peer group. Simple really.
"Truly purpose-driven leaders and organizations are people magnets. Because they’re working for a better world, everyone wants to join in" - Will Gardner
Despite the misplaced vitriol, we’re a really hardworking generation, and what unlocks our grit and tenacity is knowing that we’re working for something bigger and more meaningful than a paycheck.
B-Corps
A new type of business certification has emerged from this movement; the B Corp. These companies have been confirmed as having a purpose beyond profit and there are now over 3000 of them worldwide. You can read more about them here: https://bcorporation.uk/
“Certified B Corps are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. This is a community of leaders, driving of a global movement of people using businesses as a force for good.” - B Corporation UK
How it's impacted me?
A book that Will recommended I read was New Power by Henry Tims and Jeremy Heimans. So I got the audio book (I'm a millennial, duh!) and must have listened to it 5 times in a few months while riding around on the tube and wondering the Southbank. It was brilliant. It largely points out things that you already know but frames them in a way you better understand and can apply. It talks about the flattening of hierarchies and the open flow of information. It discusses the advantages of decentralized and anti-elite business models. Coming from a sales training and enablement background, I found this extremely appealing and this has really opened my mind while designing next generation learning platforms; something I am very much in the thick of.
In conclusion
Firstly, take a look at the resources I've pointed to, but I highly recommend engaging Will and you can do so by email at will@willgardner.co
For those out there looking to hire young talent, you need to wave more than a pay check in their face. They need a higher cause to work for and support. This is especially important for sales roles. While on the decline there is still a stigma around sales positions and the people who fill them so highlighting how sales moves and supports an economy is paramount. If you give millennials and Gen Z a sense of purpose you will ignite the grit in them.
For those of you looking for a job, I'm in no position to tell you what to look for, but read that book. Explore this idea of purpose over profit. Some great brands have adopted this mentality, like BrewDog, Graze, Patagonia and many more. I you want to make a bunch of money, work yourself to death and have every day be the same... there's plenty of roles in The City for you. Why not have fun at work, though, while making money and making a difference?
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