The Purpose Driven Organization, Ep #4

It’s not uncommon these days to hear talk of businesses, large and small, developing a purpose statement that has to do with its societal responsibility. Consumers are coming to expect brands to take such a stance as well. Why is that and how should business leaders think about it? But a more important question is this: How does the issue of organizational purpose magnify and support what is happening in the renewable energy movement? 

To answer that question, Smart Energy Decisions founder, John Failla invited author and consumer expert Jeff Fromm to discuss the issue, along with David Smart, Sr. Vice President of Sales and Marketing at Biostar, a company that’s taking this issue of “purpose” very seriously with Jeff’s help. This is an enlightening and helpful conversation that you’re sure to enjoy.

You will want to hear this episode if you are interested in...

• The concept of doing well by doing good [0:56]
• How Jeff became the leading researcher on younger consumer behavior [5:24]
• The level of detail necessary to define a company’s purpose [12:10]
• Why it was important for Biostar to establish a relationship with Jeff’s work [15:46]
• Business “wins” that happened because of Biostar's commitment to renewables [24:28]
• Why Jeff created a “workbook” style resource instead of a typical research-based book [28:40]
• The first steps at identifying and defining your company’s purpose [31:45]

Click here for detailed show notes

Resources & People Mentioned

• MOD Pizza - an example of a brand with a “purpose advantage”
• Patagonia Group - was a purpose-driven brand that reimagined their purpose
• Nike - has also focused on purpose
• Seventh Generation
• Bombas Socks
• AtmosAir (one of Biostar’s partners)

Connect with Jeff Fromm and David Smart

About Jeff Fromm: Partner at Barkley and 4x Author

• www.JeffFromm.com
• Follow Jeff on Linkedin
• Jeff’s author profile on Amazon
• Get a free copy of David’s book: The Purpose Advance
• www.BarkleyUS.com

Jeff Fromm is a Partner at Barkley where he serves as President of FutureCast, weekly contributor at FORBES and author of four books including The Purpose Advantage (Idea Press, 2019), Marketing to Millennials (Harper Collins, 2013), Millennials with Kids (Harper Collins, 2015) and Marketing to Gen Z (Harper Collins, 2018). He published the first public research study of Millennials as Consumers with the Boston Consulting Group in 2010 & 2011. He has traveled the world sharing insights on consumer trends, youth culture as well as purpose & sustainability.

In addition to Jeff’s work consulting with major brands at Barkley he serves on the Board of Directors at Three Dog Bakery.

About David Smart: Biostar Renewables

• Follow David on Linkedin
• Biostar Renewables

David is Sr. Vice President of Sales and Marketing and oversees the strategic development of energy efficiency projects, renewable energy assets and energy financing transactions across all BioStar sectors. With an extensive understanding of state/federal policy and incentives, David spearheads complex opportunities, helping his team navigate high-level negotiations, while delivering maximum value to customers in the public and private sector.

Connect With Smart Energy Decisions

• https://smartenergydecisions.com
• Follow them on Facebook
• Follow them on Twitter
• Follow them on LinkedIn

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Audio Production and Show notes by PODCAST FAST TRACK