GNT #003: Your Customer's Purpose Unlocks Your Growth Potential

Read time: 3.5 minutes 


Today we're talking business growth - not by narrowly focusing on our own purpose, but by considering how our purpose works in conjunction with our customer's.
 
This is where the magic happens - for big or small business.
 
Business purpose is more than supporting social and community causes or agreeing on a purpose statement.
 
Businesses that fully integrated their purpose into their organization and ongoing decision-making:

• Consider three levels of purpose - Company, Brand, and Customer purpose
• Focus on experiences
• Execute like hell

They also outperform the market by 42%

(According to a survey of 1,500 global C-Suite executives by DDI.)



Modern growth strategies that are focused on purpose, customers, and experiences, require new ways of thinking.
 
Here's how you can start transforming your culture, the work you do, and your outcomes to see the growth benefits of purpose.
 

Think about 3 types of purpose

Company Purpose (big circle)

Your Company Purpose describes your role in the world. Why do you do what you do?

Ford Motor company's purpose is, “To help build a better world, where every person is free to move and pursue their dreams." This describes not just what Ford does, but why they do it. Ford employees can see and understand the tangible impact of their work, and customers can see a reason to choose Ford.

General Electric's purpose is, "We rise to the challenge of building a world that works." This doesn't use the words "energy", even through General Electric is a world energy leader. This purpose gives all stakeholders a "why" to grab hold of.

The best business purposes create excitement for customers to take action and articulate how the purpose is shared with customers, not just what the business does for them.

Brand Purpose (medium circle)

The Brand Purpose communicates its role in the lives of customers.

NOTE: If your business has one brand, it may make sense to have company and brand purpose be the same. For multiple brands under the umbrella of a parent company they may have different company and brand purposes, especially if brands are serving different customer needs. Watch for examples of this in your world.

Kimberly-Clark's purpose for it's brand product Huggies is “Helping to navigate the unknowns of babyhood.”

Being a mom of two boys I can definitely remember my fear of all the unknowns during the baby stage. This brand purpose speaks directly to how I felt at that stage of life, especially being a first-time parent. It goes beyond just diapers. Hearing this brand purpose could make me feel that Huggies understands me. This leads me to confidence in, and when I'm at the store, making the choice to buy Huggies.

But this purpose would not fit Kimberly-Clark's other brands like Kleenex, Cottonelle, or even Pull Ups, because those brands play different roles in the lives of customers.

Customer Purpose (small circle)

Even though I show Customer Purpose as the smallest circle, it has the largest impact on business growth. Customer purpose is all those needs, questions, desired outcomes, or intentions that might drive a customer to engage your business.

This could be anything that starts with:

"I want..."

"I need..."

"Can you..."

"How can I..."

These needs and wants make up your customer's purpose landscape.

And it's even more important that you have a deep understanding of your customer's purpose than they do of YOUR company's products and services.

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Why?

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(Here's the magic I talked about earlier.)

Because every time your customer accomplishes their purpose by engaging with your business - they generate value for you.

This could be revenue, word-of-mouth, repeat purchases, advocacy.

Every need in your customer's purpose landscape is an opportunity for your business to design and create an experience around.

Listen and ask questions to constantly understand your customer's purpose.

Purpose is important, make sure to walk the walk

Purpose is powerful. Communicating purpose also elevates customer expectations. So if you're not prepared to change how you operate to align with your purpose, wait until you're truly ready.

TL;DR

1. Think about the three types of purpose in your business: Company, Brand, Customer


2. Focus on purpose-led experiences
, how can you help customers achieve their purpose through your business

3. Wait until you're ready and execute like your purpose depends on it

See you next week.



Whenever you're ready, there are 2 ways I can help you:


1. Let's build and execute revenue-focused marketing strategies that grow your business, community, and brand. Work with me to get the wheels in motion: Contact me now

 
3. Give Back Office Hours for Non-Profits: I want to help you help your community. I offer free coaching to help you reach your audience (booking out 6 weeks). Contact me now