[vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″ css=”.vc_custom_1553271533440{padding-top: 40px !important;}”][vc_column_text]<\/p>\n
Neil Gaught<\/strong> started his career in design and then moved onto brand and business strategy. In many instances in his career, he became a bridge between creatives and strategists, visionaries and practitioners, idealists and realists, because he can \u2018speak both languages.\u2019With his award-winning book, CORE<\/em><\/strong>, Neil has bolstered the case for a radical rethink of the purpose of business by proving change is not only desirable but entirely possible. His\u00a0Single Organizing Idea<\/strong>\u00a0(SOI\u00ae<\/strong>) and its potential to deliver profitable outcomes to those seeking to put society at the core of their business strategy is creating a fast-growing following.<\/p>\n Neil was in conversation with\u00a0Etienne White<\/strong>, CEO and founder of\u00a0Possible<\/strong>; answers have been edited and condensed to fit the format.<\/p>\n [\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n [\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]Neil Gaught<\/strong>: Ideas \u2014 and most especially, helping companies identify powerful ideas that can deliver the kind of positive change our world urgently needs. Businesses that organize themselves around a single idea that puts the needs of all their stakeholders at the core. A Single Organizing Idea<\/strong> has a multiplier effect. At the heart of a truly successful sustainable business, we see multiple positive benefits: Companies are attracting great employees and retaining star employees, they are a hotbed of innovation, they have increased sales and better margins \u2026 the list goes on. And while we look at it and hold it up as an example, many of us don\u2019t know how to create that same environment in our organizations, or which angle to take to even begin the work. My work is about helping companies get clarity on their offering and their benefit to society through identifying and defining what their SIO is. Once they have a clear purpose identified, we can execute and \u2018make it happen.\u2019[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n [\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]Yes, Sustainability is mainstreaming \u2014 it\u2019s happening. It won\u2019t be long until millennials<\/strong> make up the majority of not just the c-suite, but company boards, too. Culturally, we\u2019ve become addicted to wealth, we use it as a single source or proof of success (and we\u2019ve built vast, extractive industries and economies around attaining our wealth goals). Millennials and Gen Z reject that assumption; they work in a new paradigm. Gen Z<\/strong> are coming, too \u2014 they will be the most different generation yet; they are going to question all our systems and financial models.[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n [\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1553271742433{padding-bottom: 40px !important;}”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]I\u2019ll be calling for the radical change that is needed. We\u2019ve all agreed that CSR is not what we do anymore \u2014 instead, we are all about \u2018Purpose.\u2019 But purpose done wrong is just \u2018purpose-washing;\u2019 and when done right, can it galvanize the hearts and minds of many \u2014 it unites people behind a sense of something bigger than themselves and their individual contributions. When you are in branding, design and strategy, you have the power to influence so many, but it\u2019s also easy to flounder and water down or lose messages, too. Additionally, purpose can\u2019t just be communicated \u2014 it must be demonstrated and proven.<\/p>\nWhat are you passionate about?<\/h2>\n
And you have your eyes on a new generation of business leaders?<\/h2>\n
What will you be talking about at SB?<\/h2>\n