For us, the definition of purpose is quite simple. Purpose is the moral DNA that defines a person or organisation’s character and outlook on social, political, economic, and environmental issues. For us at D&I, having a clearly defined purpose, and acting on them will grow your influence, and influence will drive your value and hence growth. And the FMCG giant; Unilever’s VP of Global eCommerce, Claire Hennah lends credence to this argument. After the FMCG giant collaborated with analysts on the correlation between brands contributing to society and growth, what we discovered was that brands with a purpose grew sales more than two times faster than the rest of the portfolio. And the same applies to people as well. You need to identify your purpose, take stock of the broader ecosystem you wish to ply your trade or where you are currently playing, assess your potential for impact and dig in. There must be more to you than just making money, and it is your job to identify what that is because therein lies your opportunity to add value that will eventually create growth opportunities.
Leadership: In 2022, the toughest job in the world will be leadership. Even leaders will be looking at their downlines to take the lead sometimes as they certainly cannot be on top of everything all at the same time. For the individual, it is self-leadership. How to lead better, mastering self-awareness. Everyone can be a good leader. Well, everyone. The only exception is the proud leader. Why? Because if you are not humble, you will never acknowledge your weakness let alone try to address them. Being a better leader should be a better goal for you as a leader going into 2022, and that entails building an effective team that counterbalances your flaws.
Innovation: Innovation applies to so many things. It could be a business model, a product, a process, connecting with colleagues, or even culture. If you struggled with keeping talent for example throughout the year, you need to find more innovative ways to spot talent and keep them. Instead of focusing on competencies alone, you may want to zoom in on potential, hunger, and drive. Also, if you want to improve your ability to think innovatively, start building habits and routines that lead to innovative thinking. If as a leader, you are the only one proffering solutions to problems, then that is a red flag. Clarity of roles and expectations that would affect outcomes should be clearly spelled out and people empowered to deliver the goods. We know it is easier said than done, but this is where spotting talent becomes imperative. It could even be within the ranks of the organisation.
Strategy: A Start-up, SME, or multinational, if your strategy is not addressing these questions, you may want to go back to the drawing board. After identifying your goals, you want to ensure you are putting in place, a smart strategy taking into consideration available means to get to your goals. You must answer these questions.
§ Where are you currently?
§ Where you would like to be?
§ What do you have to do to get there?
§ How will you go about it?
§ How will you measure your progress?
I should also add this. Not all intended strategies will play out as planned. But chances are that you will identify opportunities that will compensate for the strategy that may not have been realised. For example,
a Farmers Market opened to the public but traffic was not coming as expected. Until when they introduced soups and add-on services for a quick meal. They identified opportunities by observing and listening to their customers. So should you. Identify the real pain points and dig in!
Marketing: Social media remains the major equalizer. But what you can do is observe what the successful people in your industry are doing, which platforms and content they are created to maintain momentum. You may choose to use those platforms as well, add to what is already being done or do something completely different. If it is in line with connecting with your audience. I typically use this as a guide. Identifying what customers need, or anticipate. Hypermarkets and Supermarkets do this well. Christmas is the biggest season of exchanging gifts. What they do is put together Christmas Hampers so busy professionals who do not have the time to put something together, can pick the hampers and head to the checkout. You should anticipate your target audience too. There are some latent needs that if you have observed your target audience well for quite a while, you not only identify but anticipate their needs.
As you are taking note of consumer behaviour, do not leave out the role technology may play or even governments.
A purposeful man or woman has set a goal ahead and will invest in self, to get there and be better at leading or working with others. This includes finding innovative ways to compete and connect with others, a strategy in place to ensure the goal is on course, and a marketing that is customer-centric. An eBook on the #PLISM framework from the perspective of an individual will be published in the first quarter of 2022.
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