Online Morgenbooster: Acting on Your Purpose in a Time of Crisis

1. Slides: Online Morgenbooster, June 10th:
ACTING ON YOUR
PURPOSE IN A
TIME OF CRISIS

2. A TIME OF CRISIS IS THE BEST
TIME FOR THE REIMAGINATION
OF YOUR BUSINESS
Martin Reeves, BCG Henderson Institute (indirect quotation)
Børsen Executive Club (webinar, April 30th)

3. 321
3 Guiding Principles
Bring a Human
Perspective
Put your Purpose
into Action
Sharpen your
Purpose

4. 1ST PRINCIPLE
SHARPEN YOUR

5. THE YEARNING TO DO WHAT
WE DO IN THE SERVICE OF
SOMETHING LARGER THAN
OURSELVES
“
Daniel H. Pink

6. MORE MOTIVATED EMPLOYEES
MORE INNOVATIVE POWER
MORE LOYAL CUSTOMERS
BETTER BUSINESS OUTCOMES
The Business Case For Purpose
A Harvard Business Review Analytic Services Report (2015)

7. Kantar - Purpose–led Growth (2020)
x2Brands recognized for high
commitment to Purpose have
grown at more than twice the
rate of others

8. REDEFINE THE
PLAYING FIELD
Put Purpose at the Core of Your Strategy
Harvard Business Review (2019)

9. 2ND PRINCIPLE
PUT YOUR PURPOSE
INTO ACTION

10. THE IMPACT YOU SEEK TO
HAVE ON PEOPLE’S LIVES AND
THE WORLD THEY LIVE IN
“
Kantar - Purpose–led Growth (2020)

11. PURPOSE IS NOT:
TO BECOME #1 IN THE MARKET
TO SUPPORT A RANDOM CAUSE
TO EXPLOIT A SOCIAL ISSUE
Kantar - Purpose–led Growth (2020)

12. Accenture Strategy Research Report (2018)
66%Of consumers are attracted to buy
from a brand that has a great culture,
does what it says it will do
and delivers on its promises

13. RESHAPE YOUR
VALUE PROPOSITION
Put Purpose at the Core of Your Strategy
Harvard Business Review (2019)

14. 3RD PRINCIPLE
BRING A HUMAN
PERSPECTIVE

15. A CONSCIOUS BRAND WILL
ENABLE US TO CHANGE
SOMETHING - TOGETHER
Wolff Olins, (indirect quotation)
Conscious Brands, The race to make a better brand (2020)

16. 64%Of consumers will buy or
boycott a brand solely
because of its position on a
social or political issue
2018 Edelman Earned Brand study

17. CREATE A
MOVEMENT

18. BRAND EXPERIENCE
DESIGN MODEL

19. Problem
Purpose
Brand Experience
Design Model

20. Problem
Purpose
Proposition Personality
Brand Experience
Design Model

21. Problem
Purpose
FIT
Brand Experience
Design Model
Proposition Personality

22. Problem
Purpose
Proposition PersonalityFit
Role
Brand Experience
Design Model
What role do you play in
people’s lives? And how
do your products and
services enable them to
change their lives and
take action in the world?

23. Relationships
Role
Brand Experience
Design Model
What is the nature of
your relationships with
your customers and other
stakeholders? And how
might you act together?

24. Capabilities
Relationships
Role
Brand Experience
Design Model
What core capabilities,
unique resources and
organizational setup
make you able to create
the intended change?

25. Culture
Capabilities
Relationships
Role
Brand Experience
Design Model
What are the shared
narratives, values and
attitudes that define
your organisation?

26. Culture
Capabilities
Relationships
Role
Brand Experience
Design Model

27. Culture
Capabilities
Relationships
Role
Brand Experience
Design Model
Original source of reference: Wolff Olins
Butterfly Model and Quadrant Model
Problem
Purpose
FITProposition Personality

28. THE
CLIMATE
CRISIS

30. Oil
Crisis
Fossils-fuelled
Energy
To ensure
Danish
Independence
on Energy
A Danish
fossil fuels energy
company
DONG: 1973
Source: orsted.dk and investindk.com
(Mapped out by 1508)

31. Ørsted: 2017
An international
sustainable energy
activist
Climate
Crisis
To create
a world run
solely on
green energy
Renewable
Energy
Source: orsted.dk and investindk.com
(Mapped out by 1508)

33. ØRSTED RANKED THE MOST
SUSTAINABLE COMPANY IN THE
WORLD IN THE CORPORATE
KNIGHTS 2020 GLOBAL 100 INDEX
Source: orsted.dk (2020)

35. THE
CORONA
CRISIS

37. BLACK
LIVES
MATTER

39. 1
3 Guiding Principles
Sharpen your
Purpose
IS YOUR PURPOSE
CLEAR AND IS IT
ADDRESSING THE
RIGHT PROBLEM?

40. 2
3 Guiding Principles
Put your Purpose
into Action
IS YOUR PROPOSITION
AND PERSONALITY
BRINGING YOUR
PURPOSE INTO ACTION?

41. 3
3 Guiding Principles
Bring a Human
Perspective
DOES YOUR ROLE AND
THE NATURE OF YOUR
RELATIONSHIPS BRING
MEANING TO PEOPLE?
- AND INVITE THEM IN

42. THANKS!
On June 17th our Senior User Experience
Designer and Strategist, Louise Vittrup, will
be hosting the last online Morgenbooster of
this series.
She will present trust as a design material
and as a foundation for persuasive design
and discuss how you can work with trust in
order to create more engaging experiences,
deepen your relationship with your
customers and increase conversion. Amalie Rahr,
Brand Manager, 1508
ara@1508.dk
Hjørdis Thorborg,
Brand Experience Director, 1508
hth@1508.dk