Joly's Corporate Purpose Framework Model

Description
In his 28/10/2021 Paper in "Harvard Business Review", HBS (Harvard Business School) Prof. Hubert JOLY (former chairman and CEO of Best-Buy), gives a short informal course on how to pick and build the best most appropriate "Corporate Purpose" for your company. The methodology is aimed at leaders looking to inspire by focusing on the "Why" (as Simon Sinek stresses in his TED Talk "How Great Leaders Inspire Action"). See here: https://www.youtube.com/watch?v=qp0HIF3SfI4

Joly outlines five considerations to create a meaningful corporate purpose:

1/ Identify the company purpose at the intersection of 4 circles (FOCUS OF THIS BEST PRACTICE FRAMEWORK).
2/ Anchor the company purpose in underlying human needs.
3/ Connect with what you and your team care deeply about.
4/ Embrace all stakeholders in a declaration of interdependence.
5/ Pick the right level of ambition.

Reading Prof. Joly's paper in HBR, I wanted to have a crack at making a hands-on framework to eliminate inadequate purposes and keep one (or more), purposes to refine. It is inspired by Andres Zuzunaga's IKIGAI model.

The perfect "Purpose" is to be found at the intersection of 4 circles:

1/ What the World Needs -> Is what you're creating something that the world is craving for? Is it a priority? Or secondary? What impact will it have?

2/ What People at the Company are passionate about -> What do your employees/leadership love doing/ talking about? How is this linked to the impact they want to make in the world? PRO TIP by Timothée Demoures: ask the following question to your employees to spot what they are REALLY passionate about: "If I were to give you a magic wand, and if you could only change one thing in the world, what would it be?"

3/ What the company is uniquely good at -> How can the company build or serve significantly better than the competition or potential alternatives? How does the company "do different"? Specific assets, processes, talents?

4/ How can the company create economic value -> Can the potential purpose be "monetized"? Can you be paid/financed for it? And have a profitable business model?

Examples of Corporate Purposes that are at the intersection:
- Google: "Organize the World's Information"
- Netflix: "Entertaining the World"
- American Express: "Become essential to our customers by providing differentiated products and services to help them achieve their aspirations."
- IKEA: "To create a better everyday life for the many people."

Source: https://hbr.org/2021/10/creating-a-meaningful-corporate-purpose

The file is 1 editable Microsoft PowerPoint Template Framework Slide with an online or offline 13 step-by-step methodology, with pedagogical illustrations for each step. An editable Excel file to adapt the data points for each target company is included in the PowerPoint file (not separate - right click "edit with Excel" on the graph to open it).

Should you have any questions about this top tier corporate strategy, leadership and purpose framework, you're welcome to reach out to me via Private Message.

Good Luck!
- Tim