I saw a Patagonia label on a friend’s jacket, and it caused me to think about Patagonia and about corporate purpose. Patagonia achieved remarkable results by re-framing their corporate purpose–from more devoted customers and stakeholders to dedicated employees. Why has Patagonia become a brand so closely aligned with doing good? How did they do that?
According to a 2019 Forbes article: in 2018 the company “changed their mission from a product/purpose hybrid of ‘Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis’ to the clear, short, purpose-driven mission ‘Patagonia is in business to save our home planet.’
There’s no doubt that Patagonia’s change in company purpose has been good for business, and a re-framed purpose statement can be good for yours. It helps in many ways. In a 2020 blog, I highlighted six positive outcomes that result from a strategically re-framed purpose statement: [Read more…]
Last year, many organizations made significant changes to keep their businesses afloat–from going after different markets and launching new products and services to implementing across-the-board Work from Home or Work from Anywhere for their employees. By now, most organizations have the data to determine what market and product changes are sustainable for the new economy we are entering, and now is the ideal time to re-think and fine-tune your organization to determine the best strategy, structure, and work design. 