PurPle = Purpose + People
By Pascal Beucler, Chief Strategy Officer, MSLGROUP
“Successful companies can only create solutions to some of the world’s toughest problems by working collaboratively. Business must engage — with communities, governments, customers and each other — because the status quo is not an option.” — JEFF IMMELT, CEO, GE
You may have read today our announcement that MSLGROUP is launching its new approach to Collaborative Social Innovation, helping organizations redefine and better communicate their relationship with people and communities. PurPle is about integrating Purpose, Performance and People.
Watch this video for an introduction to PurPle:
Corporations need to not only rediscover their social purpose but also put it at the core of their business, and how they engage with all stakeholders. They also need to let it know, as it strengthens their image and helps manage their reputation in troubled times.
To stay relevant, corporations need to move from Corporate Social Responsibility (CSR) to Collaborative Social Innovation (CSI).
From corporate to collaborative: Defining a shared purpose that all stakeholders can collectively commit to.
From social to social squared: Social as in benefiting the society, but also social as in collaborating with all stakeholders.
From responsibility to innovation: Building platforms and programs that enable innovative and sustainable solutions.
“The new engine of innovation driven by collaboration, openness, stewardship and the power of the social web gives all of us an opportunity to drive even more rapid, meaningful change across global institutions”. – MICHAEL DELL, CEO and Chairman, Dell
PurPle is about helping our clients drive Strategic Change, manage change/transformation, better engage with employees, media, people and communities.
For global CEOs, the four focal points to drive strategic change internationally include:
- Customer-centricity: How do we tap into growing customer sentiment about environmental, social and governance practices?
- Innovation: Where are the opportunities to develop more socially beneficial products and services?
- Talent: If we have the right innovation strategy, how do we attract the right people to deliver on it?
- A shared policy agenda: How do we work more effectively with governments on issues involving global risks, including education, health and environment?
(See the recent PwC Global CEO Survey 2011, 1200+ CEOs across 70 countries).
There are millions of causes, but only four PurPle opportunity areas that to truly integrate business and societal objectives and create shared value:
- Nutrition/ Wellness/ Health
- Education/Capabilities building/ Training
The new mantra is: who cares wins, and good business is better business.
Thanks a lot to Gaurav Mishra, Scott Beaudoin and the 75+ colleagues that helped bring PurPle to life!
MSLGROUP’s Chief Strategy Officer Pascal Beucler holds BAs in History and Language Sciences, a master’s degree in Linguistics and a post graduate degree in Semio-Linguistics.
Branding & The Senses: by Pascal Beucler, MSLGROUP