Long before corporate purpose became a buzzword, BCG BrightHouse, a global creative consultancy, pioneered business purpose consulting. We unleash the power of organizational purpose to transform productivity and profitability for clients.
Defining your business purpose is not a creative-writing exercise. And senior leaders cannot craft your organizational purpose at a meeting or purchase it from an agency.
At BCG BrightHouse, we work with companies like yours to excavate true business purpose. And then we help to fully activate and embed that purpose throughout your organization.
Our expertise helps you to not only articulate but also implement your purpose and ensure that you realize its value for your people and profits.
Our methodology harnesses the power of purpose to transform organizations. And our revolutionary frameworks help you embed purpose into your company’s leadership, marketing, and innovation. We start the journey by identifying and prioritizing where you can put purpose into action every day; we complete it by measuring the impact of that lived purpose across your organization.
Our approach includes a unique advantage: a proprietary network of luminaries who help you examine your company and the world in new ways. These external subject matter experts, drawn from divergent fields, include world-class business leaders, academics, authors, artists, and filmmakers. They play a critical role in helping you uncover insights that inform the need you fulfill in the world.
Many of our clients seek to define their business purpose to gain organizational clarity, alignment, and meaning at a critical moment in their development. Some are navigating large-scale business transformation. Others are facing, or are in the midst of, changes in leadership. Still others are at an inflection point in their organization’s trajectory, seeking to turn around or accelerate their business.
To help you find your organizational purpose, we look beyond what you make or sell. We unearth human insights that get to the core of what you bring to the world. And we open the aperture so that you view your business and opportunities through a much wider lens.
Purpose must then be activated and embedded across the organization—in people and culture, strategy and operations, and branding and communications. Only after implementing purpose throughout your entire organization will your company realize the full impact on its performance.
We start by excavating and uncovering the truth about your organization. We interview your people, rigorously research your existing messaging, and conduct surveys to better define and articulate the authentic strengths of your company. We then take an external view, bringing in luminaries to help us uncover the need in the world that your organization is uniquely positioned to fulfill.
Drawing on the insights from our luminary network, as well as the organizational insights gathered through our rigorous fact-finding and analysis, we help derive your timeless purpose. We craft a memorable, authentic, and inspiring purpose statement and story.
Next, we look to your leadership team to begin seeding your purpose throughout the organization. We partner with your leaders to help them find ways to live your organizational purpose more fully.
As soon as leaders start embodying and championing purpose, it’s time to transform the entire organization’s culture, strategy, and branding through a purpose-driven lens. Purpose is implemented by fully integrating it into ways of working, enabling employees to become more emotionally connected and to feel a deeper sense of meaning in their work.
Consider the profound impact of corporate purpose:
Outperformance. Over the past 15 years, purpose-driven organizations have grown 10% faster than the market. They also reduced turnover, generating savings of $5.5 million a year, on average.
Created Value. Over the past 12 years, brands with a strong sense of purpose have seen their value increase by 175%, on average, compared to the median growth rate of 86%.
Higher TSR. Over the next 15 years, organizations using more purposeful language are expected to earn TSR that is 9% higher, and generate growth that is 10% higher, than today.
What is a company's purpose? How is purpose different from mission or vision? Ashley M. Grice, CEO of BCG Brighthouse, explores how the power of purpose pushes boundaries of innovation and brings clarity to every aspect of an organization.
Ashley Grice finds great joy, meaning, and sometimes peril in words. As the CEO of BCG BrightHouse, Ashley helps organizations find their purpose. Words are her instruments of trade.