Grow Marketing celebrated a truly spectacular and inspiring evening last night, when we came together with global market research firm Millward Brown and method to host an event for Jim Stengel, former GMO of Procter & Gamble and author of Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. Our three companies are passionate about Jim’s book and its message–that businesses which operate on ideals that improve peoples lives are the ones that will grow and thrive in today’s economy.
Jim, who is also a professor at UCLA Anderson and president of the Jim Stengel Company, is enthusiastically building a movement to change the way that the world does business. In an age when the public has an incredibly low opinion of the corporate sector, it’s critical that businesses elevate their mission and demonstrate how what they do improves and enriches people’s lives. To that end, we invited a wonderful cross-section of thought leaders, friends and clients of Grow Marketing, Millward Brown and method, including C-level executives from companies such as Levi Strauss & Co., TED, Visa, Hewlett-Packard, Virgin America, Charles Schwab, Birkenstock, Mekanism, Lucy, Premier Nutrition, Facebook and Yahoo!. What our 100 guests all have in common is the influence to effect change in business and the power to take Jim’s message and ignite the movement.
The lobby of method’s San Francisco headquarters was transformed into a salon and the room was filled with an energetic and passionate buzz as many intelligent, creative and progressive people came together in one place. As the wine flowed and hors d’oeuvres were passed, Grow Marketing co-founders Cassie Hughes and Gabrey Means welcomed guests, talked about what they personally loved about Jim’s book, and introduced Millward Brown’s Senior Vice President Nile Rowan, who moderated a dynamic discussion between Jim and method’s co-founder Eric Ryan.
Jim focused on the importance of getting a business’ employees on board with the company’s brand ideal, which creates internal ambassadors and ensures that the culture, values and ideals of the brand come to life in both product and service. Grow highlights method as an ideal case study of how a brand ideal is identified and activated, and Eric provided our guests with a wonderful example of how method activates its brand ideal within its team. He described how the very lobby in which we were enjoying our event is the site of method’s “Monday Morning Huddle,” in which all 75 employees at their headquarters gather every week to talk about their culture, product innovation and share an email they have received from a method consumer. The huddle, Eric pointed out, serves as an effective way to continually remind the method team why they come to work every day: to make people “clean happy.”
The discussion was followed by a Q&A, where guests asked the tough questions on how to apply what they had learned to their companies. A Levi’s executive asked Jim how to approach a situation where a company has several different brands under its umbrella. Should each brand have a different ideal, and if so, how do you define the values of the company? Jim shared that each brand should have a distinct ideal, but all of the ideals should work in harmony under a larger corporate ideal. How can you achieve the authenticity that’s critical to inspire employees and attract consumers, Jim asked, when your company holds brands that embody diametrically opposed ideals?
We were thrilled to see how inspired our guests were by the evening’s conversation, and several executives happily noted that not only did they learn new principles, but they were also reminded of the essential tenets of brand building that sometimes get overlooked in the daily hustle and bustle of business. Everyone received a complimentary copy of Grow, and we’re eager to see how they implement the messages in Jim’s book.
Are you interested in learning more about the new movement in business? Pick up a copy of Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies here.