Authentic Marketing

CHAPTER 3A Better Strategy Model for a Better World

When BlackRock CEO Laurence Fink issued his clarion call, he elevated societal purpose from a topic that was bubbling under the surface to one that erupted onto everyone’s radar and was pushed to the top of many company agendas. Many forces have converged to make this our new reality: a complex world with complex problems, a lack of faith in government to address those issues, and the loud voice of consumers, who increasingly call out for companies to demonstrate stronger values and contribute to society. Study after study prove that today’s consumer—millennials in particular—prefer to buy products from and work for companies that are doing good for the world, underscoring that moral purpose drives long-term value. Without a doubt, this is the Zeitgeist of this era.

Organizations today will rise and fall based on their ability to deliver on these new demands. It’s no longer enough to have a strong balance sheet and to create innovative products and services. Companies that succeed today will be those that find a path to become profitable through a purposeful mission. And while this concept has certainly started to take root, many are still holding tight to the old strategy model, which is in dire need of disruption.

“In an environment of constant change, rapid technological advances, social and demographic diversity, leaders can no longer rely on the toolbox of the past,” said Nanette M. Blandin, a leadership scholar and ...