Here’s the one piece of advice I relish giving to my entrepreneurial clients: find a way to make it more than just about you.
If you want to rally the masses and build a culture and a brand and a legacy that is truly exceptional, incorporate a cause in your strategy that goes beyond earning a profit.
We are a society that is in the process of righting itself. We spent the last couple of decades equating money with happiness. We became greedy. Robin Leach’s “Lifestyles of the Rich and Famous” first aired in 1984 and ran for 14 years. Today if we are to believe the blatant displays of fantastic lives being led by others when we binge consume reality tv then everyone’s rich and famous (or can be); and that may have tainted our perception of what truly we should all be striving for.
We placed the big and the powerful on pedestals. Then they started toppling. We witnessed lives shattered by wall-street sharks intent solely on padding their own pockets. We watched neighbors going bankrupt after purchasing that bigger, better house that they truly couldn’t afford - but that they thought might make them more acceptable to the social economic sector they strived to be included in.
I’d like to believe that social consciousness is making a come back. Just consider the statistics:
91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. 2013 Cone Communications/ Echo Global CSR Study
50% of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services. (44% in the U.S. and 38% in Canada) Nielsen 2013 Consumers Who Care Study
Amazon founder Jeff Bezos once defined a brand as “what people say about you when you’re not in the room.” If you want your message and your brand and your legacy to spread with the velocity of the ALS bucket challenge as it tore through social media, then do some good in the world and give people something to talk about.
Don’t just take. Give it back.
[Hey Nashville, I’m speaking at The Skillery next Friday at 8AM. Come on out! http://www.theskillery.com/classes/office-hours-with-kerrie-cooper]
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