I have never been a huge fan of the book Purpose Driven Life by Rick Warren. For the readers who are fans… I apologize… I hope this does not ruin our “friendship.”
This post is not about hating on the famous book by Pastor Warren but is only the connection point between a thought I had this morning. I was scanning the book titles on my shelf at the office and happened over Purpose Driven Life. The thought of having a “purpose driven life” slapped me… straight in the mouth.
Of course… being fully surrounded by business and marketing on a daily basis… I connected it to marketing and corporate communications.
How can you lead a purpose driven marketing initiative? How do train your corporate culture to drive towards a goal with purpose?
Is it an awesome… kick butt mission statement? Not really.
Is it creating training and communication modules to help employees communicate with each other? 50/50
Purpose driven marketing is a two-fold process.
1. Your purpose should be defined (much like your mission statement) as the reason you are in business. What need are you fulfilling?)
2. Driving that purpose should be the stories told by the people being fulfilled by your purpose…. the clients.
Only when you have clients and positive contacts sharing your message will you understand the full extent of purpose driven marketing.
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