Siena Dexter, Director of Strategy at SmashBrand, joins the podcast to talk about purpose and consumer behavior. In this episode, she explains how we can connect with our audiences and grab their attention at the point of purchase.

Siena provides advice on how to segment our customers and what it looks like to create messaging that is disruptive, persuasive and credible. She also explains why understanding ‘tension’ is so critical in catching the attention of those we’re trying to reach.

We talk about the purpose of purpose and what it means to leverage our purpose in a way that feels authentic and true to the brand. Siena also shares how part of DEI work is taking responsibility for breaking down stereotypes and challenging the assumptions we have about our customers. 

Before we wrap up the episode, Siena shares some of the key trends she's noticing that may impact consumer habits in 2023. 

You can find and connect with Siena Dexter on LinkedIn  and you learn more about SmashBrand by visiting www.smashbrand.com. 

Messaging + Strategic Planning

There were so many great brand stories in this episode. Many of which demonstrated the value of having an aligned brand and brand voice. If this episode sparked a desire to create a clearer narrative and strategy for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Part of building a purpose-driven business is building a diverse and equitable business.  Dr. Beth Livingston, associate professor of management and entrepreneurship at the University of Iowa's Tippe College of Business, joins the podcast to talk about diversity, equity and inclusion in the workplace. In this episode, she explains how to get started, how to measure your progress and why we need to look at DEI work at the individual, interpersonal and systemic levels within our companies. Beth explains how each one of us can have a direct impact on creating positive change.

Beth also walks us through the  Shared Sisterhood model, pioneered by Dr. Tina Opie, and outlined in their new book, Shared Sisterhood: Taking Collective Action for Racial and Gender Equity at Work. Tina and Beth co-authored the new book, which comes out on October 11, 2022. 

In this episode, we also discuss: 

• How to weave your DEI efforts into your culture,
• What it means to build a Shared Sisterhood "safe culture,"
• How we can use "Dig" techniques to confront the biases, prejudices and beliefs we bring with us to work,
• Likewise, how to use "Bridging" to build stronger relationships across race and ethnicity,
• Why collective action among diverse groups is a key to bringing about change,
• How to create systems of measurement using the tools you already have in place,
• And, why we all have an opportunity to spark change at any level in an organization.

You can connect with Dr. Beth Livingston by visiting https://bethalivingston.com/ and you can connect with Dr. Tina Opie at https://www.drtinaopie.com/. You can also watch Dr. Tina Opie's TedTalk at TedXReno here.

Strategic Planning

There were so many good takeaways in this episode and I highly encourage you to read the book, Shared Sisterhood. It outlines the DEI process in a very systematic way and provides steps that build upon each other as you go. While my work doesn't focus on specifically on DEI, I do like to take a holistic approach when it comes to outlining priorities like DEI. If this episode sparked a desire to create a clearer plan for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

- - - - - 

Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Yogesh Chauhan, the director of ESG, at HubSpot joins the podcast to talk about the company's ESG program and how the organization has linked it to their purpose. Throughout the episode, Yogesh speaks directly to what the organization is doing to operate in alignment with their purpose and how they're sharing it with their employees and customers. 

One of the things I really enjoyed learning about is HubSpot's communication strategy. The organization prioritizes communication,  going so far as to over-communicate with employees. Even more impressive however is the emphasis they put on listening. They regularly survey their team and clients and then use these findings to influence their decision-making. This two-way communication is the foundation of their highly-regarded culture program.

In addition to sharing specifics about their purpose and ESG programs, Yogesh also walks us through three ways companies can demonstrate their purpose. In this episode, we reference his recent article in Medium which breaks down these three pillars.

Key topics covered in this episode: 

• The origins of corporate responsibility
• The difference between CSR and ESG
• Three ways to demonstrate your corporate purpose
• Becoming an authentic leader and operating in alignment with your purpose
• Connecting your personal purpose and your corporate purpose
• The Multiplier Effect
• Internal communication strategies
• Culture-building

You can learn more about HubSpot's culture code and their HEART program here. To learn more about their sustainability program or to download their 2022 Sustainability Report, click here. You can also find and follow Yogesh on LinkedIn. 

Strategic Planning

One of the things I took away from this episode is the importance of alignment. Once HubSpot crafted their purpose and ESG programs, the team created a clear plan for weaving it through the business. If this is something you've been thinking about, let's connect. We're offering a new strategic planning program specifically for business leaders who want to create a clearer roadmap for aligning their business around their purpose. You can visit www.AligndonPurpose.com for more details.

- - - - - 

Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.