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Perspectives on Purpose Leading Voices on Building Brands and Businesses for the Twenty-First Century

Langue : Anglais

Coordonnateur : Montgomery Nina

Couverture de l’ouvrage Perspectives on Purpose

Perspectives on Purpose brings together industry leaders to advocate for a more human-centered and socially-conscious future for businesses. Sharing stories from their work at companies like Ben & Jerry�s, Sephora, Airbnb, Diageo, VF Corporation, and Hyatt, these authors demonstrate how weaving purpose into the profit-making core of business helps companies do good and do well.

Foreword by Jessica Alba and Christopher Gavigan, Co-founders of The Honest Company

Chapters by:

Jorge Aguilar (Prophet)

Tom Andrews (TJALeadership, SYPartners)

Maryam Banikarim (Hyatt, NBC Universal, Gannett, Univision)

Ila Byrne and Ryan Hunter (Diageo)

Corrie Conrad (Sephora)

Alexandra Dimiziani (TwentyFirstCenturyBrand, Airbnb)

Ambika Gautam Pai (Wolf & Wilhelmine)

Heidi Hackemer (And So We Hunt)

Sam Hornsby (TRIPTK)

Jonathan Jackson (Harvard University, Blavity)

Sam Liebeskind (Gin Lane, Wolff Olins)

Rob Michalak (Ben & Jerry's)

Thomas Ordahl (Landor)

Frank Oswald (Columbia University)

Sarah Potts (Thorn)

Matthew Quint (Columbia Business School)

Haley Rushing (The Purpose Institute)

Letitia Webster (VF Corporation)

Freya Williams (Futerra)

Perspectives on Purpose and its sister book, Perspectives on Impact, bring together leading voices from across sectors to discuss how we must adapt our organizations for the twenty-first century world. Perspectives on Purpose looks at the shifting role of the corporation in society through the lens of purpose; Perspectives on Impact focuses on the recalibration of social impact approaches to tackle complex humanitarian, social, and environmental challenges.

Dedication, Acknowledgements, List of Figures, Note on Contributors , Foreword, Jessica Alba and Christopher Gavigan, Founders @ The Honest Co., Introduction, Nina Montgomery, I. Framing Thoughts on Purpose, 1. On the Business Case for Purpose: Friedman, Fink, and the Battle for the Soul of Business, Freya Williams, CEO, North America, Futerra, 2. On the New Brand-Consumer Contract: Tectonic Shifts and New Tenets, Sam Hornsby, Founder and CEO, TRIPTK, 3. On Ethical Dilemmas and Purpose-led Decision-Making: Do the Right Thing for Whom? Frank Oswald, Lecturer, Columbia University M.S. Strategic Communication Program, 4. On Measuring Purpose: From Organizational Commitments to Social Impact, Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School, 5. On How to be a Champion of Purpose, Maryam Banikarim, former CMO, Hyatt, Gannett, NBC Universal, and Univision, II. Building Purpose-led Organizations, From the Inside Out, 6. Setting the North Star: Finding Purpose and Building Instinct, Ambika Gautam Pai, Partner, Wolf & Wilhelmine & Heidi Hackemer, Founder, Wolf & Wilhelmine, 7. Transforming the Organization: Designing for Purpose and Humanity, Tom Andrews, Founder, TJALeadership and former President of Organizational Transformation Practice, SYPartners, 7. Putting Values into Action: Delivering on Purpose by Establishing, Embedding, Enacting, and Expressing Your Values, Alexandra Dimiziani, Co-Founder and Global Managing Partner, TwentyFirstCenturyBrand, 9. Activating Living Experiences: Building Brand Relevance by Putting Purpose to Work, Jorge Aguilar, Partner, Prophet, 10. Building community: Revolutionizing the Way We Manage Brands, Thomas Ordahl, Chief Strategy Officer, Landor, 11. Using Those Strengths for Greater Good: A Social Impact Journey and Toolkit, Corrie Conrad, Vice President, Social Impact & Sustainability, Diversity & Inclusion, Sephora, III. Case Stories on Practicing Purpose, 12. VF Corp: The Journey of Becoming a Purpose-led Portfolio, Haley Rushing, Co-Founder and Chief Purposologist, The Purpose Institute & Letitia Webster, Global Vice President, Sustainability and Responsibility, VF Corp., 13. Diageo’s Ugly Distilling Company: Distilled with Purpose, Ila Byrne, Innovation Director, Diageo & Ryan Hunter, former Senior Innovation Manager, Diageo, 14. Thorn & Wolff Olins: Bringing Clarity to Non-Profit Purpose, Sam Liebeskind, former Strategy Director, Wolff Olins & Sarah Potts, Head of Marketing, Thorn, 15. Ben & Jerry’s: Continuing to Turn Values into Value through Linked Prosperity , Rob Michalak, Global Director of Social Impact, Ben & Jerry’s, Conclusion, Jonathan Jackson, Co-Founder, Blavity & Nieman-Berkman Klein Fellow, Harvard University & leading young voices, Further Reading, Chapter Notes, Index

Professional and Professional Practice & Development

Margarita (‘Nina’) S. Montgomery is an archaeologist-turned-strategist currently working at IDEO. A PhD candidate at Oxford, she holds a fellowship at TRIPTK and has spoken on organizations and society at Harvard Business School and Oxford’s Said Business School, among others. Nina received a BA in Classics from Dartmouth and a master’s in Classical Archaeology from Oxford as a Reynolds Scholar.