Make A Difference
“Facebook was not originally created to be a company. It was built to accomplish a social mission — to make the world more open and connected.” — Mark Zuckerberg
There are two types of companies, those who focus on making a profit and those who focus on making a difference. We must be driven to make money in order to stay in business, but when our sole focus is the quarterly dividends, we pass over our greatest value proposition.
Who we are needs to be a reflection of who the customers want to see when they look in the mirror. We need to be the best versions of ourselves so that we can bring out the best in those who buy from us.
Customers yearn for the opportunity to take up a cause, especially when it is coupled with something they are willing to pay for. The two things every consumer should receive when they purchase from you is a high-quality product and peace of mind.
If our goal is to make a difference, we are propelled forward by the need to utilize every resource efficiently in order to ensure that we can provide as much value to whom and for what we are working. Because every corner we cut in regards to our purpose is one less widget we can deliver to those in need.
The easiest way for organizations to make a difference is to bring light to the issues of which they care so deeply. To do this we need to create content that highlights individuals and companies who embody the inspirational message we congruently want to send.
When making a difference is in the driver’s seat, your customers will follow. A brand is not defined by the commodity it sells, but on the value it provides to the community.
Companies need to focus on the positive impact they are able to make not just because it’s the right thing to do, but because it’s good business as well.