The Aspirational Business Canvas
Some time ago, my peer group laid down the gauntlet: "Dora, explain what you do in 5 words or less." It was a challenge I accepted, not realizing what was about to happen next.
After months of burn-it-all-down soul searching, man-this-stinks simplifying and numerous because-they're-fun flow charts, I finally found my answer. Of course, the answer was there all along; just hidden under a boatload of content, a marketing business and an overwhelming desire to not be too visible...
So, for those of you who have always secretly wondered what I actually do, here goes nothing (and yet somehow everything):
I build Aspirational Businesses.
Aspirational Businesses are powerful because they inspire employees, reduce risk and create resilient brands.
Aspirational Businesses are unique because they have a world-changing purpose that is fully baked into the business model.
Aspirational Businesses are easy to identify and meet 5 key criteria:
They have a vision for how their business serves the community, country or world in some way (that goes beyond serving customers or creating jobs.)
They measure both impact and profit as outcomes of their business model.
They create an environment where employees thrive.
They build operational processes that align with the aspirational vision.
They tell an authentic marketing story based on the truth of what that organization has accomplished.
Aspirational business can be startups, century-old companies or even nonprofit organizations. They can be publicly traded retailers or regional, closely-held businesses.
If you'd like your organization to harness the power of Aspirational Businesses to increase loyalty, enhance brand perception, and create world-changing purpose, here are 3 things you can do next:
Register for our upcoming live webinars: Aspirational Businesses 101 on May 3rd at 11:00 and 3:00 EST.
Download the Aspirational Business Canvas