Local Companies with Purpose Impact Bottom Line & Top-Shelf Book
Everyone's got a story to tell, and everything has its purpose. Put the two together and you get the new business handbook "The Science of Story: Brand is a Reflection of Culture" by Mabbly CEO Hank Ostholthoff and Founder of ProHabits Adam Fridman.
"We want to help individuals and organizations make a conscious choice to pursue purpose," explains Ostholthoff. "We want to help them succeed." To do so, the entrepreneurial authors conducted more than 500 interviews with companies across a number of industries, from CASE Construction to the security consulting firm Hillard Heintze. "By distilling what we've learned into a simple roadmap, we're giving champions of change the power to ignite next steps," says Fridman.
The plan seems to be working since, at UL (the global safety consulting and certification company headquartered in Northbrook), Senior Vice President of Operations Scot Webster confirms "The Science of Story" helps companies "unlock inspiring purpose, guiding values and culture defining habits."
By focusing on how brands are a reflection of culture and how culture is a result of purpose, the book uses quantitative and qualitative data to illustrate how people matter most to companies. It offers real-life examples on how companies can connect with their employees, customers, and stakeholders.
"Purpose isn't just for Silicon Valley," adds Fridman. "The Chicago suburbs are ushering in a new generation of companies focused on purpose." In Alsip, Griffith Foods operates on its purpose to "blend care and creativity to nourish the world" through its healthy product line, while the family-owned pump manufacturer Tuthill Corporation believes it can serve as a catalyst for change beyond its office space.
"We want to help people discover aliveness by creating space for hearts to thrive," says Tuthill's Director of Seismic Branding Chad Gabriel. "Whether it's at home, at work, or in the community, we want people to realize they can have an astounding impact." As such, Tuthill spreads its purpose to "wake the world" through the website waketheworld.com which promotes conversation and shows users how to contribute to a conscious culture.
In the case of the graphic design agency DuPuis Group, "The Science of Story" relays how owner Steven DuPuis switched gears-and clients-when he realized his work habits weren't in tune with his family's lifestyle. "Steven's story just shows how purpose not only affects professional life, but personal as well," observes Fridman.
"Today, people talk about achieving work/life balance," continues Fridman. "But we don't have to put life on hold just because we're going to work. When we discover a passion, our reason for being-our purpose, everything changes. To me, it's not a luxury. It is a birthright."
"The Science of Story" streets this month on amazon.com.