Coordinates 10.20.02
Welcome to Coordinates 10.20.02
This week’s newsletter builds on our last continuing to focus on Branding for Good and Stakeholder Capitalism.
Below I share my latest article, “Should complexity be the enemy of good? Is stakeholder capitalism too hard?” I think not, but I’d love to know your perspective. Share with me here. Or, if you have worked at a company where you had a good model for making decisions that balanced multiple stakeholders, I’d love to speak with you and hear what worked.
The rest of the Round Up maintains the theme. We hope you find an insight to inspire you to action!
Be well and take care of yourself during these times,
Kathy
P.S. If you missed the last newsletter, you can find it here and get the “Brand for Good” Benchmark Report here.
P.P.S. If you like The Brand for Good Benchmark Report, please share! Post on LinkedIn or other suitable channels:
Want to build a brand with purpose? @kathyoneto of The Agency Oneto shares “The Brand for Good Benchmark Report” offering 10 lessons from 10 companies leading with purpose, building stakeholder capitalism, and branding for good. http://bit.ly/b4gbenchmark
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Should complexity keep companies from practicing stakeholder capitalism? Have companies only been catering to shareholders over the years? Are purpose and profits opposed?
Can leaders manage their companies and teams through the complexity to make a positive impact for all? We think so.
Read more here >
Insights to Inspire to Action
Strategy
This view on purpose is similar to ours, suggesting that purpose is multi-faceted and plays out in an organization on multiple levels. We call it the Purpose Flywheel and is reflected in our Brand for Good Benchmark Report.
Will it take laws to create more true stakeholder driven companies like Patagonia and Ben & Jerry’s?
Reflections from leaders one year after the Business Roundtable made its statement about stakeholder capitalism.
Meet House of Beautiful Business, a resource for a more positive vision for the role of business in society.
Leadership
Tips on how leaders can make stakeholder capitalism a reality.
Brand
I would have loved to do a consumer empirical study like this one done by StrawberryFrog, The Purpose Power Index. I appreciate the work they’ve done, yet also view Purpose slightly differently. I’m happy to see some brands on their list that I included in the Benchmark Report (e.g., All Birds), yet it’s also interesting to see some brands on the list that I purposely (no pun intended!) cut from my own (e.g., Etsy, Microsoft).
Marketing
Tips for how brands can truly live according to their values.
Innovation
The Circular Economy Report from the Board of Innovation, ideas to do good by the environment.
And client case examples from them, as well.
On Watch, Take Notice
What's Trending: A Review of Milton Friedman’s Essay on Profit Focus
ICYMI: This is a great review of Milton Friedman’s treatise published back in 1970. A range of business and policy leaders weigh in from J&J’s CEO, Marc Benioff of Salesforce, Howard Schultz of Starbucks, and Larry Fink CEO of BlackRock.
Book in Brief
“Capital in the 21st Century” by Thomas Picketty
I’ve finally picked up Thomas Picketty’s book, and I’m only part way through. It’s not a disappointment. Let’s hope I can get through the tome! It is a fascinating view of capital, how there is danger when the return on capital is greater than the rate of economic growth, and how that leads to inequality.
If you’d like to watch a documentary on the topic vs. wade through the book, learn more here >
Worth a Listen
A good conversation with Greg Lyons, CMO of Pepsico, and Jim Stengel speaking about brand marketers needing to lead with purpose and empathy.
Listen here >
“The business of business is improving the state of the world.”
— Marc Benioff, Founder & CEO of Salesforce
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The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with purpose-led leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We help you build and grow your brand or help you make a positive change to your business. We offer services in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Analysis.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.