Marketing podcast with John Mackey

The title of this blog post is the gut wrenching, eye-opening question that every business must consider if they are to make a difference.

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photo credit: phill.d via photopin cc

I’ve found over the years that most business owners are motivated by the fact that they can make a difference with their business. It may not always start that way, but over time, and through conscious consideration, a higher purpose often evolves.

But how do you bring that higher purpose to the entire organization? How do you make it the focus of why you do what you do?

My guest for this week’s episode of the Duct Tape Marketing Podcast is John Mackey, founder and CEO of Whole Foods Market and author of Conscious Capitalism: Liberating the Heroic Spirit of Business

In our interview Mackey shares his most important idea about purpose. “First off, business is not zero sum game – it creates values when everyone wins – all stakeholders – customers, employees, suppliers, investors,  and the community at large.”

So, how do you find purpose in your business?

Do a purpose search.

Bring some small group of all of your stakeholders together and let them tell you – Why the world needs your business or the difference you are currently making. This could be an incredibly powerful set of meetings and it just might inspire a totally new and motivating direction for your entire organization.

In his book Mackey’s cites dozens of examples of companies that are doing well by doing good and outlines a plan for finding purpose, developing conscious leadership, creating systems intelligence and building community based on mutual benefit.

Purpose is, in my opinion, the most potent value proposition you can create. It’s how you make a difference and differentiate in the same breath.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • It seems to me that people like John Mackey, leaders who champion innovative ethical practices, are on the cutting edge of a growing movement. The progress of this movement is dependent upon values-driven leaders, customers, consumers, investors, etc. We’re all in this together folks!

  • Truely speaking no one cares if any particular business disappears. This title itself inspires me to read further and understand how to make a diference. John Mackey has stated the fact and hence appreciated.

  • Sheetal Sharma

    This post brings us to the fact that purpose in any dealing is very important. Without purpose every transaction in business is rendered meaningless. in a client servicing company like Synechron, it assumes all the more importance as satisfaction of clients will lead to long term relationship between service provider and clients which in turn builds credibility in business.

  • I highly recommend Start with Why by Simon Sinek. He lays out why companies need to start with Why they exist in the first place instead of telling people what they do.

    Awesome book on all levels and completely true. Look forward to listening to this interview.