The past 18 months I’ve had an opportunity to test the BrandFoundations as never before: to integrate the cultures of multiple companies during a pandemic. The results have been magnificent. This is the story of that journey.
It seemed – at least at first blush – that air carrier Delta was taking a purpose-based stand, and that its purpose (or North Star) dictated that the company come down firmly on the opposite side of the NRA on this particular issue.
Cue the applause track for a corporation brave enough to stand on its morals, knowing full well that it’s going to take some incoming flack for doing so.
But don’t hit “play” quite yet.
In a letter to the CEOs of the world’s largest public companies, BlackRock founder and chief executive Laurence Fink threw down the gauntlet, informing the companies that profits alone will no longer be enough to merit the investment firm’s support: a company must “show how it makes a positive contribution to society.”
The tired old Mission, Vision & Values framework is known by all and remembered by none. Rather than rehash a comparison of these old terms, we think it’s time to retire them completely in favor of a new model that is more intuitive, easier to remember, and more useful to leaders and employees alike: a 3-stage rocket.
Having “grown up” in the telecom and IT technology industries, we've seen innovation that led to big brand opportunities. But in the last few weeks, we’ve come to believe the next billion-dollar brand will not come from IT but rather, cannabis, and that brand is likely growing in a greenhouse near you.
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