aligning social good with commerical return
DESCRIPTION
Michelle Keaney, CEO of Inventing Futures and Daianna Karaian, Head of Brand Strategy of Futerra explain why doing social good can help your bottom line.TRANSCRIPT
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ALIGNING SOCIAL GOOD WITH
COMMERCIAL RETURN
Michelle Keaney
CEO
@michelle_if
Daianna Karaian
Head of Brand Strategy
@daiannatweets
Marketing Week Live | 26 June 2014
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2010 2011 2012 2013 2014
LIKE-FOR-LIKE SALES GROWTH (%)
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SO YOU SO WHAT?
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WHAT ARE YOU GOING TO DO
ABOUT IT?
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Being/doing
Profit being sacrificed
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THEORY OF PROFOUND CHANGE & INNOVATION
Theory U: Otto Scharmer, Presenting Institute, MIT
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BREAKTHROUGH INDIVIDUALS & ORGANISATIONS
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HOW CAN I INVENT SOMETHING EXTRAORDINARY FOR MY ORGANISATON?
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STEP 1:
GAIN AWARNESS OF YOUR CONTEXT
STEP 2:
CREATE A FUTURE FREE FROM THE
PAST
STEP 3:
MAKE A BREAKTHROUGH COMMITMENT
STEP 4:
ACT FROM THE FUTURE NOW
FOUR STEP PROCESS
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CONTEXT IS DECISIVE
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THE PAST VS THE FUTURE
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ACT FROM THE FUTURE: STAND IN THE RESULT
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WHAT IS THE BREAKTHROUGH COMMITMENT THAT YOU
ARE PERSONALLY GOING TO MAKE IN SERVICE OF THE
BIGGER POSSIBILITY THAT YOU SEE FOR YOUR
ORGANISATION?
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AFTER TODAY
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Michelle Keaney
CEO
@michelle_if
Daianna Karaian
Head of Brand Strategy
@daiannatweets
www.futerra.co.uk
www.thisisthoughtful.com
www.inventingfutures.org