“For the first time in history people want to align themselves…

by Jan Yuill

… with companies that want to make the world a better place, and they want to be loyal to companies that have noble goals.”

This was Terry O’Reilly’s closing text to his August 2, 2011 episode of the Age of Persuasion.

It made me reflect on the current US debt crisis and companies that were/were not trying to make the world a better place.

And, of course, the OA! Model comes to mind…

  1. Noble goals and wanting to make the world a better place are shaped in the STRATEGIC VISION of a company.
  2. Customers who want to align themselves with these companies shape the demographics of the CUSTOMER SERVICE quadrant. What else do they want and need? And how do they let these companies know what is important to them?
  3. People who belong to these companies (e.g. employees, members of the board) also want to align themselves, and their demographics are part of the MEMBERSHIP POTENTIAL quadrant. Why do they join this type of company, and why do they stay?
  4. At the STRATEGIC VISION and CUSTOMER SERVICE interface:
    – These companies must communicate their noble goals and intentions to their marketplace somehow, so that people can choose to align themselves and do business with them.
    – Customers show their agreement and loyalty by promoting the company, talking about it favourably, and encouraging others to do the same. The company’s marketplace grows exponentially.
  5. At the STRATEGIC VISION and MEMBERSHIP POTENTIAL interface:
    – The vision and goals attract the right people to join the organization, and continue to inspire those who belong to it.
    – The people of the organization contribute their ideas, energies, loyalties, and passion to the vision and goals of the organization. They tell success stories to each other and imagine doing even greater things together.

These are just some first thoughts. What comes to mind for you?

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