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As researchers at ICEDR, we have the privilege of intimate access to leading companies worldwide. During the financial crisis, we heard a lot about declining profits, lay-offs, and impossibly low morale levels. For a time, it seemed all news was bad news—but not everywhere. In fact, some of the executives we encountered suggested that their companies were in the best of times, not the worst. All companies were feeling strained, to be clear, yet some reported high levels of engagement, cohesion, direction, and optimism. Some were thriving while others seemed caught in a downward spiral. And so we wondered: what’s different about these organizations? As a result, we launched the Purpose-Driven Enterprise Initiative, a research initiative that took us deep inside of some leading companies who were using a core sense of purpose to energize, align and differentiate their companies. Our research team has prepared a richly detailed report about Purpose-Driven Enterprises, based on interviews at leading global companies from a variety of industries. (read the full report...)
 The outputs of this study focus on the following five areas:
1. Purpose-Driven Enterprises: What they are, why they matter More
2. Field stories (deep dives into Standard Chartered Bank, Four Seasons, Sephora & Dannon)More
3. The Collective Ambition Compass: a research-based tool More
4. Lessons Learned & Reflection Questions for Executives More
5. Videocasts to continue your learning More
1. Purpose-Driven Enterprises: What they are, Why they matter
In today’s fiercely competitive, dynamic and often short-term obsessed economy, it can be quite easy for companies to operate without taking pause to reflect on why they’re in business in the first place. It happens all of the time, even at some highly regarded companies. But not all organizations work this way. In fact, for some companies, being clear about their core purpose—in short, why they exist—is essential not just for daily operations, but for future success. Purpose-Driven Enterprises (PDEs) are organizations with this clarity of purpose. To read more about what they are and why they matter for business success: More
2. Stories from the Field
As we traveled the globe studying PDEs, our foremost goal was to collect stories from the field. As you read the company stories in this section, we hope that you will find some practices you can adopt. While your context will surely vary from those of the companies described, there are some universal lessons to take home (i.e., it’s important for a company’s senior leaders to take purpose seriously). We hope these stories inspire you to take action in your company.
- Read how Standard Chartered Bank’s transformation story about going from being a successful multinational bank to becoming a global bank widely known for delivering on its promise to be “Here for good” for all stakeholders. A deep sense of purpose served as the fuel for this transformation. More
- Read how Four Seasons, a hospitality company with decades of enviable success, is facing a new set of internal and external challenges. This is a spry about moving from one era to another, using purpose as an anchor, to insure a future as successful as the past. More
- Read how Sephora, a global beauty retail company, has used a deep sense of purpose—to create entertaining shopping experiences for customers worldwide—to grow the business as times change and competition stiffens. This story also highlights the leading role HRD professionals can play in PDEs. More
- Read how Dannon, an average performing part of the French food company, Danone, moved from accepting the status quo of low US yogurt consumption to committing to taking a leading role in transforming the category. This journey has been fueled by the deep sense of purpose, to help Americans eat more healthfully, and a CEO who approaches change from a unique perspective (to make your vision real in the future, start living it in the present). More
3. The Collective Ambition Compass
Professor Doug Ready developed The Collective Ambition Compass, a research-based tool, to help companies map their Collective Ambition in a clear, compelling and actionable way. For an explanation of Collective Ambition, a guided tour through the Collective Ambition Compass, and examples of completed Compasses, read on. More
4. Purpose-Driven Enterprise Initiative Conclusions & Reflection Exercises
Read about
the research project’s conclusions and
work your way through reflection exercises that
will help your company on its journey. More
5. Videocasts
Peter Sands, CEO of Standard Chartered Bank, on the power of purpose (click each title to view the video):
Part 1: What is Standard Chartered Bank’s purpose?
Part 2: Why does having a purpose matter?
Part 3: How do the elements of Collective Ambition interact?
Part 4: What does “Here for good” mean to you?
Part 5: Metrics—how do you know you’re getting it right?
Katie Taylor, CEO of Four Seasons, on the power of purpose (click each title to view teh video)
Part 1: Success doesn’t just happen: Four Seasons’ Evolution
Part 2: Knowing ‘It’s Time’ to Change
Part 3: Using the Collective Ambition Compass as a Framework to Launch Change Initiatives
Part 4: Focusing on Purpose & “Lofty Ideas” when Times are Tough
Part 5: The Place for Analytics
Part 6: Linking Strategic Initiatives to Purpose
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