1. Chris Thomson & Mike Jackson
New Purpose
June 2012
All rights reserved – New Purpose
2. Why New Purpose?
∗ Society is demanding new
purposes
∗ Business and government
urgently need new
purposes
∗ Having a new purpose is
the most effective way to
make systemic change
All rights reserved – New Purpose
3. Clamour for Change
∗ The 99%
∗ The 25%
∗ The 1%
http://www.commondreams.org/view/2012/06/07-2
We are all in this and losing together!
All rights reserved – New Purpose
4. Emerging Response
Emerging champions
∗Puma Sports
∗Virgin
∗Unilever
∗Grameen Bank
∗Marks & Spencer
∗Patagonia
∗Suntech Power
∗My Shelter
∗Governments too?
http://www.telegraph.co.uk/earth/environment/9274997/Richard-
Branson-and-Jamie-Oliver-put-their-hearts-into-it.html
All rights reserved – New Purpose
5. Current Purpose of Business
∗ Maximising shareholder ∗ Money considerations
value override all others
∗ Pressures to cut corners
and break rules
∗ Not fully accountable for
consequences of actions
∗ Short-term focus
OECD head: Large corporations must regain public's trust
http://www.jpost.com/Business/BusinessNews/Article.aspx?id=272971
All rights reserved – New Purpose
6. Purpose of a Bank
Today Tomorrow?
∗Maximise shareholder ∗Maximise stakeholder
value value
Former JPMorgan Banker: “By delighting our
Exploiting Consumers Is ‘The stakeholders we will earn
Purpose Of The Banking
Organization’ acceptable returns for
shareholders”
∗http://thinkprogress.org/economy/2011/11/18/372044/exploiting-purpose-banking/?mobile=nc
All rights reserved – New Purpose
7. Current Purposes of Government
∗ Perpetual economic growth ∗ Pressures on planet
∗ Pressures on people
∗ Repeated crises
∗ Security used against the
people
∗ Projecting corporate power ∗ Safety net worn thin
∗ Safety of the people
UN: World Economy Should Focus More On Needs Of Society
http://www.scoop.co.nz/stories/WO1206/S00183/un-world-economy-should-focus-more-on-needs-of-society.htm
All rights reserved – New Purpose
8. Effect of unsustainable purposes
∗ Climate change
∗ Natural resource
∗ Land use
∗ Biodiversity loss
∗ Garbage
∗ Pollution
∗ Fracking
∗ Earth’s axis shift
Approaching a tipping point? Approaching a state shift in Earth’s biosphere
http://www.nature.com/nature/journal/v486/n7401/full/nature11018.html
All rights reserved – New Purpose
9. Wider Consequences
∗ Damaging planet
Uncertainty Fear
∗ Damaging society
∗ Damaging ourselves
Anxiety Destruction
∗ Damaging our legacy
All rights reserved – New Purpose
13. New Purpose of Government
∗ Enhance and restore
society and planet ∗ Do no harm
∗ Fairly distribute wealth ∗ Promote intelligence of
and opportunity the people
∗ Provide real security ∗ People feel safe, not
oppressed
All rights reserved – New Purpose
14. New Purpose of Business
∗ Healthy profit …..
∗ … from shared values not
just share value
All rights reserved – New Purpose
15. From Top Down to Bottom Up
Today Tomorrow
Decision-makers Society
Organisations Organisations
Society Decision-makers
Changed methods of
inspiration, engagement and enablement required
All rights reserved – New Purpose
16. How to Find a New Purpose
Purpose Measures
W es
or ur
ds
Fig
Leadership
Mo
res de
tu ls
Pic
Culture Process
All rights reserved – New Purpose
17. Our Purpose
∗ To help you find a new purpose
and
∗ To help you put it into practice
All rights reserved – New Purpose
18. Our Values
∗ Foresightful - future focused
∗ Intelligent - wise counsel
∗ Resolute - purposeful
∗ Shared values - common aims
∗ Trustworthy - dependable
All rights reserved – New Purpose
19. Our Measures
How are we doing?
∗Foresightful - future focused 98% Ask your
∗Intelligent - wise counsel stakeholders
99%
continuously
∗Resolute – purposeful 99%
∗Shared values - common aims 95% Respond to their
∗Trustworthy – dependable 100% concerns and
desires!
All rights reserved – New Purpose
20. Our Processes
http://newpurpose.shapingtomorrow.com
• Track countries, organisations and
people for signs of new purposes
• Research the future of organisations
• Align brand, policies and practices to
a new central purpose
• Train leaders in the concepts of New
Purpose and in ways of applying
them in the organisation
All rights reserved – New Purpose
21. Our Leadership
∗ Do less and achieve more
∗ Have less and enjoy more
∗ Expect less and receive
more
∗ Say less and communicate
more
∗ Use fewer resources and
get better results
All rights reserved – New Purpose
22. From Lose:Lose to Win:Win
Significantly improved:
∗ Reputation and brand
∗ Resilience and agility
∗ Customer delight and staff pride
∗ Accountability and responsibility
∗ Decision-making
∗ Stakeholder value
∗ Shareholder and society return
∗ Prosperity for all People | Profits | Planet
All rights reserved – New Purpose
23. We Already Do This!
Rhetoric:
∗“A company that respects
its people and the planet” Reality:
∗“Maximising shareholder ∗Redundancies by text
value” message
∗“Delivering service, value, ∗Maximising executive value
quality and reliability” ∗Making the Earth and
∗“Committed to doing humanity poorer
business responsibly” ∗Unethical pricing
All rights reserved – New Purpose
24. Signs of Coming Failure
∗ No vision of the future purpose of
an organisation ∗ Total focus on short-term
∗ Multiple visions abound results
∗ No visible and consistent ∗ No celebrations of success
measures of stakeholder beyond profit and growth
satisfaction ∗ Limited learning from
∗ People treated like commodities failures
and punters ∗ Carry on regardless
∗ Silo management and fiefdoms ∗ Invisible & over paid
executives
All rights reserved – New Purpose
25. What is Your Purpose?
∗ Is your organisation fit for
the 21st century?
∗ How will it improve its
leadership?
∗ Will it be a crow or a goose
in the transition?
All rights reserved – New Purpose
26. 2050 – The Big Things
Today’s focus
∗ Climate change Tomorrow’s inspiration
∗ Population ∗ Honesty
∗ Energy ∗ Kindness
∗ Food and Water ∗ Peace
∗ Inequality
∗ Beauty
∗ Drugs
∗ Intelligence
∗ War
∗ Wisdom
∗ Technology
∗ Humanity
∗ Friendship
All rights reserved – New Purpose
27. Change Begins with All Of Us
∗ Change always starts with
you
∗ Address causes, not
symptoms
∗ Lead by example
∗ Include all the elephants in
the room
All rights reserved – New Purpose
28. Your Legacy
What will people say
about you after you’ve
gone?
“What we do in life echoes
through all eternity”
Russell Crowe, The Gladiator
All rights reserved – New Purpose
This primary legal duty of directors forces good leaders to make decisions they would prefer not to make. Result ‘brand damage’
Result ‘brand damage’
Migration, water extraction, soil degradation, resource shortages, biodiversity reductions and potential shift in Earth’s axis suggest a tipping point is coming!
Siciety’s are increasingky uncertain of the future, if we continue on this path things are likely to get far, far worse!
We are not solving our problems. “Do as I say, not as I do” Stop causing problems! Radically different solutions Very different normal behaviour Kick can down the road Treat symptoms, ignore causes Lack of seriousness Our “solutions” are part of the problem Our normal behaviour is a major cause of problems Globalisation and technology have moved us from a relatively benign and passive world to one that is increasingly reactive and turbulent More of the same success model won’t fix the issues only make things worse We are fixing issues by piling more and more patches on the bowl of spaghetti No one can see the strands, etc. We need a better wiring diagram or framework to cope
Need for deeper change Starts with you Addresses causes, not symptoms Systemic change Much greater seriousness New Purpose and Change The most effective way to make fundamental change is to have a new purpose
Need to define what we mean by “enhance” And explain what we mean by “intelligence” and why this is important Result ‘brand authenticity’
“ Healthy profit” is a play on words Result ‘Brand authenticity’ Shared values: Customer satisfaction Environmental consciousness High ethical standards Scientific thinking Professionalism Team spirit Cutlural diversity Trust and consideration Ipioneering spirit
Today’s top down hierarchies need to be replaced by more bottoms up, democratic models. But how?
The wheel won’t turn in the right direction unless an inspiring purpose is proposed with a matching culture that meets the stakeholders aspirations. But even taking the initiative is still not enough. Influencing the process through robust and continuous measures of the vital few and the establishing of new supportitive processes and the abandonment of those not fit for purpose for the future is also required. Binding these together is great leadership and communication of the plan to all stakeholders.
This is a recent example of an international brand saying one thing and doing another. The rhetoric is pure marketing speak from an organisation that hasnt matched words with deeds. Marketers and brand agencies regularly fail to help organisations by only working on the initiative functions of the wheel and not the influencing factors. Therefore the wheel wont turn.
Address causes…”chunk up” All the elephants..too often the really serious topics are ignored