Is It Time to Rethink Your Company’s Purpose Statement?
Not all purpose statements are timeless
In a competitive marketplace, differentiation is one of the best ways for a CEO to drive a brand’s growth. It separates the good from the bad from the indifferent.
Unfortunately, many business leaders fail to realize that being “different” can come off as disingenuous if it doesn’t go beyond the surface. That’s why your most persuasive differentiator will almost always be your brand purpose.
Take Johnson & Johnson, for example. For more than 70 years, the manufacturer has conducted business by a mission statement of 300-plus words, often referred to as the company’s credo. That credo ensures that decisions create long-term value for customers and employees alike.
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