It’s no secret that many businesses are profit-driven. But in recent years, there’s been a shift toward purpose-driven companies. These are businesses that prioritise making a positive impact on the world, over simply making money.
There are plenty of reasons to want to run a purpose-driven company. For one, it can be incredibly rewarding to know that your business is having a positive impact on the world. What’s more, purpose-driven companies tend to be more attractive to employees and customers alike.
But running a purpose-driven company doesn’t mean you have to sacrifice profit. In fact, purpose and profit can go hand in hand. Here’s how you can balance purpose and profit in your company:
1. Be clear about your purpose.
The first step to running a purpose-driven company is to be clear about your purpose. What is it that you want to achieve? What difference do you want to make in the world? Once you have a clear purpose, you can align all of your business decisions with that purpose.
Keep your team aligned with your company’s purpose.
Your team is the heart of your business, so it’s important to keep them aligned with your company’s purpose. Hold regular meetings to discuss your company’s purpose and how everyone can help achieve it. Encourage open communication and give everyone a chance to contribute their ideas.
Make sure your products and services align with your company’s purpose.
Your products and services should support your company’s purpose. For example, if your company’s purpose is to improve the lives of others, then your products and services should be focused on doing just that. This will not only help you attract and retain customers, but it will also help you make more profits.
2. Communicate your purpose.
Your purpose won’t mean anything if you don’t communicate it to others. Make sure your employees are aware of your company’s purpose and that they buy into it. You should also make an effort to communicate your purpose to customers and other stakeholders. To improve you communication you can :
– Write a mission statement.
– Create marketing materials that communicate your purpose.
– Make sure your website communicates your purpose.
– Hold events and workshops to spread awareness about your purpose.
3. Prioritise ethical marketing.
If you want to be a purpose-driven company, you need to make sure your marketing efforts are ethical. That means no greenwashing or using other unethical marketing tactics. Be transparent about your marketing practices and make sure they align with your company’s purpose.
Ethical marketing practices include:
– Disclosing any material connections you have with the products or services you’re promoting.
– Being transparent about your advertising and marketing practices.
– Not making false or misleading claims about your products or services.
– Respect the privacy of your customers and employees.
4. Prioritise people over profits.
One of the best ways to balance purpose and profit is to prioritise people over profits. When you make your customers and employees a priority, they’ll be more likely to stick with you through thick and thin. And that loyalty will pay off in the long run.
5. Give back to your community.
Another great way to balance purpose and profit is to give back to your community. Whether you donate money to a local charity or volunteer your time, giving back will help you build goodwill—and it’s just the right thing to do.
No matter what industry you’re in, there’s always a way to balance purpose and profit. By following these tips, you’ll be well on your way to building a successful and sustainable business.
6. Measure your impact.
Finally, it’s important to measure the impact that your company is having. This will help you to see whether you’re actually achieving your purpose and making a difference. It will also give you valuable feedback that you can use to adjust your business practices. Companies that can help you with this include B Lab and Social Value International.
Purpose and profit are not mutually exclusive. In fact, purpose and profit can go hand in hand. By being clear about your purpose, aligning your team with your purpose, and prioritising people over profits, you can build a successful and sustainable business. What’s more, purpose-driven companies tend to be more attractive to employees and customers alike. So if you’re looking to balance purpose and profit in your company, follow these tips.