Turning purpose into progress
I have long admired the word “coalition.” The coming together to achieve a common goal.
It’s a positive word. An inclusive concept.
A cohort of aligned interests. And, hopefully, values.
As this nation’s economic engines continue to restart and retune after a pandemic-forced shutdown, companies are afforded the opportunity to examine the underlying structure of their businesses — many for the first time since startup.
Can our product be improved? Can we serve our customers better? What can we learn from our competitors?
Do we need to adapt to a changing market or ecosystem?
Are we still doing good, beyond providing employment and benefits to our colleagues and a return to our investors? Are we still additive to society?
As we witness an avalanche of IPOs, many with innovative new products and services, financial media and marketing channels are experiencing a blizzard of communications about new trends, data analysis and sales metrics. But rarely do they use the opportunity to address the ideals, character traits and values that called many of them into business initially. To make things better. To help people more. To advance the greater good.
Who starts a business to do the opposite?
Think of the typical CEO interview or op-ed during these heady times, or even the quarterly earnings report.
Words and statements carefully crafted to avoid conflict and negative attention. Talking points to salve concerns.
But, increasingly, business leaders are using the moment to enhance their alignment with their customers, their employees and their service.
They recognize that nurturing that coalition addresses the call to state a position on larger community issues and demonstrates taking action to advance an agenda for positive change.
For they are part of that community and they witness the need.
And, increasingly, business leaders are incorporating that acknowledgement, that understanding, into their financial presentations, statements, op-eds and interviews.
For what is now clear, and becoming increasingly accepted, is that positioning translates to profits.
That values have value.
And the aligned interests of customers, colleagues and causes … is a coalition of success.
