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This chapter is from the book

This chapter is from the book

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of ExecutionReal-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

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This chapter is from the book

This chapter is from the book

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of ExecutionReal-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

Learn More Buy

Company Purpose: Intentional or Dysfunctional?

This is what makes a purpose-driven company so unique: The words in mission and value statements are supported by actions that drive behavior. Company culture is ultimately (and simply) defined as "the way things are done around here." As actions and behaviors define the culture of a company, it would be wise to do this in a purposeful way. Companies that don't pay attention to culture or view it as unimportant will by default create an atmosphere that could be described as "dysfunctional."

If you have a company that has been in business for several years, it will be helpful to reflect on what your purpose is today and what you intended it to be when you started it. An important part of the marketing planning process is reflecting on past results and taking a series of small incremental steps to improve based on the new knowledge acquired throughout the process.

If you have already defined a vision, a mission, and values for your company, ask yourself if they are still relevant or if they need to change. Ideally, a company's mission and value statements stand the test of time; however, if you feel the statements do not accurately reflect where you are going today, now is the time to change them. The first few years of an entrepreneur's business tend to evolve opportunistically; therefore, it's extremely valuable to step back and evaluate whether your businesses is heading in the intended direction. Ask: "Have I communicated my company purpose so everyone understands where we are headed and why?" If not, this is your opportunity to create a solid foundation for the business. The future success and growth of your business depends on its purpose, so take time to complete this important first step in the planning process. As your marketing plan develops, you will see that purpose drives your marketing and business strategies.

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Other Collection and Use of Information


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Children


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Marketing


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Sale of Personal Information


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Supplemental Privacy Statement for California Residents


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Sharing and Disclosure


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Links


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Requests and Contact


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Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020