4. Inspire with a societal why

Societal enterprises such as Tesla, Tony’s Chocolonely and Dopper are seen as most inspirational brands in The Netherlands and outsmart Apple, Nike, G-Star, and Philips in their brand attractiveness. How do they do this?
Stanley Wylenzek
Societal enterprises such as Tesla, Tony’s Chocolonely and Dopper are seen as most inspirational brands in The Netherlands and outsmart Apple, Nike, G-Star, and Philips in their brand attractiveness. How do they do this?
Their way of keeping it simple and easy to act for a better future makes me trust them and provides a certain sense of belonging to these brands.

ORGANIZATION DEVELOPMENT: INSPIRE

Whenever brands like Tesla, Tony’s Chocolonely or Dopper are mentioned it triggers positive feelings with me: environmentally sensitive cool cars, great slave-free chocolate, and nice water bottles that don’t create waste.

Buying these products makes me feel good. Their way of keeping it simple and easy to work towards a better future makes me trust them and gives me a sense of belonging to these brands.

By providing a strong and authentic why and making an impact, these brands inspire, which makes them attractive. The same type of authenticity as these brands can help your internal organization while transforming: create a clear purpose to let people embark on the journey.

Realize that inspiration is related to authenticity, transparency, trust and focus on future impact

 Where can you start finding your inspiration?

First, you have to realize that inspiration is related to authenticity, transparency, trust and focus on future impact.

This is also why I am proud to work at InContext, as we believe that “great companies change the world, great leaders change their organization and great consultants inspire them to be the best they can be”. With this clear purpose, it is easy for me to go to work every day, as this is exactly what I believe and try to accomplish in my work.

Find an inspirational way to relate to what your customers and employees need and value

Second, try to understand what your customers and employees experience, who they are and what they need and value, and then relate to this.

Build a unique story that attracts and connects them to you. Become more attractive by telling your story in an inspirational way. Also let your brand connect with the impact you make, why people buy your product/service or why they want to join your organization. Make your purpose as simple and action-oriented as possible. 

Understand your impact on society 

The final part in finding your inspiration is to understand the impact you could have on the larger community and society.

What is your role in society, what do you contribute and how can you inspire the world with your organization? Tony’s Chocolonely, in my opinion, is by far the best example of changing something for the better, please take a look at their short video: “From Chocolate Criminal to World Improver”. 

As you need an inspirational why with added value to society

In my role as strategic change and development consultant I am often invited to work together with organizations and leadership teams to discuss how they can further grow their business. I advise in developing their strategy, business model, positioning and unique selling points, their culture and aligned way of working.

This is also the moment where I discuss what they truly believe in:

What is their why? Why do they think people or customers like to be part of their organization or buy their products or services? What is their impact on and the value they add to society?

This is often a difficult topic for organizations to answer. Quite often they know their what and how, but struggle with formulating their why. In our transformation programs we always start with discussing the why because, without it, it becomes difficult to tell your transformation story.

When the why is clear, it is much easier for the organization to share their story and enable people to connect to it. Learn form inspirational companies such as Tesla, Tony’s Chocolonely or Dopper: you need an inspirational why with added value to society. But don’t copy them!

Three practical tips to inspire

01

Find and share your authentic why

Can your people tell why they are proud to work for you? Make sure that you invite your employees to connect with your purpose and core values by becoming a brand ambassador.

Invite them to the stage to share why they are proud to work with you internally and externally. 

02

With value for customers and employees

Our unique story attracts and binds our customers and employees.

When your organization’s story inspires, it is much easier for people to want to be part of it, either as an employee, a partner or as a customer. 

03

With value for the community and society

What is the added value you have on society? And what do you do to stimulate that added value?

This can be done on an individual/team level by asking employees to contribute through volunteer work or by only doing business that has positive impact on the larger community and society.

Successfully leading change. How can I challenge you?

Contact: Stanley Wylenzek
Successfully leading change. How can I challenge you?
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