As an organization, you like to add some CSR to your company. We have encountered that making your business doing some good, won't stick. It will remain in something you do on the side. At our company, we joined the Dutch 'do good day' or went to a local zoo with people with a handicap. Of course, good that we did this, but not effective in the long term. When your economical stability comes in jeopardy, the first thing that will be stopped is this.
By integrating your sustainable business purpose with your economic one, your company will be able to do some good and earn some money with it. This prototype helps you to integrate your two purposes into one solid purpose.
Start integrating them by creating a Single Organizing Idea (SOI). You can use the book of Neil Caught to do so. He describes the steps to come to an SOI. This isn't an easy task. Creating and developing an SOI and making sure the whole company will adopt this purpose is a big task.
You will have to take 3 steps:
- Step 1: Identifying
Who are you now? What do you want to be?
Get a clear view of your social purpose.
Get a clear view of your economic purpose. Where do you earn your money?
- Step 2: Defining
Create your strategy
Select your values and define your SOI
Frame your SOI
- Step 3: Aligning
Start rolling out your strategic plan
Activate your SOI internally and externally
- Your business will be sustainable in the core. This way you make sure that your social purpose will suffer because you have to earn money.
- People who want to have more social purpose in their work will feel more connected to your company. This will make it easier to recruit and will make sure they will stay longer.
- By defining your SOI, you will have a strong communicational tool to make clear what your purpose is. This will help you with your internal and external branding.
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