Kevin Xu explains how to help your company grow by establishing a bigger purpose within the corporate world. Through value and creating a corporate purpose, Kevin Xu gives great advice on how to take your business to the next level.

1. H O W T O D E F I N E A B I G G E R
P U R P O S E W I T H I N YOU R C O M PA N Y
B Y K E V I N X U

2. • There are a great deal of successful companies
that don’t have the same type of impact in regards
to their industry or surrounding community.

3. • But the businesses
that can define a
bigger purpose can
put a much greater
meaning behind the
brand and it’s
service.

4. • Is your company socially
responsible with charitable
efforts or does your brand
serve as a leading
innovator in your industry?

5. • Creating a value that serves more than just
benefiting your business is the definition of a bigger
purpose and establishing that aspect, here’s how to
go about reaching that level of impact.

6. W H AT D O E S
C O R P O R AT E
P U R P O S E M E A N ?
• Consider how individuals evaluate
their purpose and role in the
world, companies are looking to
define why they exist as well.

7. • Different from a vision statement, your company purpose should
clearly identify the role your company plays in it’s industry and
the world, also what difference it makes in people’s lives.

8. • Who does your
business benefit
other than its direct
consumers?
Establishing a bigger
purpose brings more
of a meaning to your
brand name because
your company impact
exceeds your
consumer base.

9. • A company must
make money and
add value to the
community it exists
to serve. But this
is merely operating
as a viable entity.
Existing to make
money does not
unlock the
potential contained
in the power of a
clear purpose.

10. • Purpose focused companies used to be a small class in
itself, led by names like Patagonia and Newman's Own.

11. • But today’s market for
social enterprise companies
has quite a substantial list,
including companies like
Warby Parker, LSTN, FEED,
MiiR, Cleanwell, The Honest
Kitchen, Project 7, and The
Paradigm Project.

12. • Purpose driven businesses like to offer consumers the chance
to make an impact through the products they purchase.

13. • Creating a
business
strategy
with the
benefit of
other
communities
in mind
helps
consumers
feel a part
of your
social
mission.

14. • They know their
contributions don’t just
result in what they’ve
purchased but it’s either
towards the purpose of
charity or in support of a
company’s value itself.

15. C E N T E R YOU R BU S I N E S S
A ROU N D YOU R
S T R AT E G I C P U R P O S E
• Purpose isn’t confined to the world of socially
conscious startups, implementing your purpose
through your company’s service helps define why
your business is needed.

16. • Southwest Airlines is a great example of a company showing their
purpose in the world through service.
• The airline was built to make travel more accessible for Americans
and they’ve done that with efficiency for the past 40 years.

17. • Southwest’s purpose of making travel by flight more convenient is
shown strategically through every part of their business.
• The airline promotes the mission “Freedom to Fly” through three
parts of their business - low fares, periodic flights, ideal customer
service.

18. • Southwest Airlines’ purpose is shown through every
function of their business and it’s been beneficial in
both profit and customer satisfaction.

19. • Read a similar article by Kevin
Xu about “How to Create Open
Communication Between
Managers and Other Employees".