Whew! Who’s jumping into 2021 and trying to start fresh? Before you leap into anything, go back to your WHY; your organization’s purpose.
Through 2020, every organization had to dramatically shift how they communicate and stay engaged with customers, stakeholders and employees. No matter the size of the company, every leader had to juggle changes in operations and customer service, health and safety protocols, and internal communications.
As a communications and marketing professional, I’ve come across many cringe-worthy examples of what not to do, but I’ve also been encouraged by authentic, heart-felt messages about how companies are rebuilding and reinventing.
How to Pivot with purpose
PURPOSE: the difference you’re trying to make in the world. Conscious Capitalism
I recently listened to Mitch Joel’s interview with Simon Sinek and was reminded of an essential lesson about purpose. Last year’s chaos changed everything we thought we knew about our organizations. Businesses everywhere were forced to pivot.
Did your leadership keep purpose at the core? Sinek teaches that a pivot is not starting over or shifting your purpose. After all, people don’t buy what you do, they buy WHY you do it.
Instead, it’s about looking at what and how you do things to fulfill your purpose. See your purpose from all angles to find opportunities.
“If we pivot based on WHAT, it limits our creativity. When we pivot with WHY, we look at what opportunities we have in this modern world to bring our WHY to life in entirely new ways.” Simon Sinek
Energizing Purpose: an example
When the team at the Green Moustache Organic Café were forced to shut their doors at the start of the pandemic, they looked deep within to decide on their next move. Serving only fresh, 100% organic ingredients on their menu, it’s an ongoing challenge to plan for and manage inventory. Spoilage is not only costly, it’s counter to the company’s focus on zero waste.
The team knew their loyal customers would crave a plant-based whole foods diet throughout the pandemic. They also knew how important this diet is for a body to build immunity and heal. The founder’s WHY is centred on helping the body heal through organic, plant-based nutrition.
The Green Moustache’s pandemic pivot kept purpose at its core. Each café location has transformed into a 100% organic, zero waste grocery store and takeout café. Food served continues to be made fresh daily, using plant-based, whole, unrefined ingredients. The new grocery side sells reusable glass jars of dry ingredients like lentils, chickpeas, spices, nuts, dates and seeds. It also sells organic fruits, vegetables and sauces for make-at-home meals.
When the company launched the zero waste grocery store, this transition supported its purpose. Existing customers had additional ways to enjoy the Green Moustache’s healing menu. New customers were drawn to the café so they could fill their shelves and eat healthy while at home.
building back better
In a time of restraint, restrictions and limitations – creativity is the answer to moving forward. What is possible as we build back better? What would you change? Which ideas would you launch if you chose to live on the edge and jump into a new future?
We’re coming down the chute of this pandemic. There’s still time to make a change for the better. But – just changing what you do and losing sight of your WHY will create confusion. As we transition into 2021, whatever your team decides to do, keep your purpose at the core.
Need help planning for the year ahead and building a strategic plan founded on purpose?
Contact me. Let’s talk and get creative.
We’ll weather the storm. Let’s have some fun while we ride this out!