Coffee, Croissants & Purpose
Cristián Saracco
Founding Partner at Allegro 234 | Transformation and Growth through People, Brands, and Experiences
A coffee break is a moment to relax, to think, to reflect, and also hear new ideas, approaches and experiences in a short, fluid and simple way.
Coffee, Croissants & Purpose
While you smell your coffee and savour a croissant, I invite you to stop and think about the latest hit of the moment, "the purpose".
In recent times, we have been hearing that thunderous noise called purpose. It may be the company's, the brand's, the personal, the great, the deep, the transcendent or whichever way you want to adjectivize it; the truth is that in order to seem smarter than our neighbours, we have embarked on a dizzying race to see who can define it in the most complex, difficult and snobbish way.
We have become poets of management and branding.
To make it simple, there would be four types of purposes of which one is the one that really counts. Call it corporate purpose or simply purpose. The key is to understand that we are talking about the raison d'être of the company. And that's it!
The rest, the ones that hurt, can be understood as a festive purpose, a lying one or actions that by the pandemic are believed to constitute something as existential to the business as its purpose.
?Credits on Party Purpose goes to Nikolaj Stagis, good friend and colleague from Medinge Group.
The Key Characteristics of Purpose
To clarify the essence of purpose and to avoid party, fake and/or Covid-19 purposes, there are certain characteristics that through a litmus test the company should answer:
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You can read an extensive article on these characteristics here.
In two weeks, a business case to share during our coffee break. Interested?
And now, let's get back to business, we've finished today's coffee break.
About Allegro 234
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Executive advisor in brand strategy and personal branding. Adjunct Professor at ESADE Business School. Author. Keynote Speaker.
2 年Congratulations, Cristiàn. It all starts with purpose. The rest is execution ;)
Sustainability Consultant | Professor
2 年Qué importante el propósito, no sólo definirlo sino también comunicarlo a los trabajadores!! (en muchas PyMEs veo que queda en la mente de su due?o o fundador... y se pierden muchas cosas en el camino!!)
International Education Advocate | Bilingual and Culturally Savvy | Distance Runner | Global Citizen
2 年Very interesting, Cristián! The confusion of purpose can definitely blur the vision of what the brand truly wishes to transmit. Great quick read while I enjoy my morning coffee!