What does it mean that the most dynamic companies are purpose driven, and operate from their “why” rather than their “what”?
Simply stated- whether a company delivers a professional service or manufactures a product, ideally, the cause behind why a company exists in the first place shouldn’t change. Here’s a hint, it’s more than just building a better mousetrap and generating a profit. Take Apple for example. Apple defines their purpose as “Think Differently”. From that mindset, tangible proof of their cause was realized with the iPod, iPhone and Mac computer; items which are globally recognized as innovative and pivotal products to our culture.
Resicom understands that we began and will continue to thrive as such a cause-centered company. Resicom’s inspiration was generated from CEO John Fairclough whose “why” for creating Resicom resulted from his own personal desire to experience normalcy after a difficult childhood. Beyond his own satisfaction, Fairclough wanted to create a company that invites others to experience this sense of normalcy too.
At Resicom, normalcy is defined as those endeavors, emotions and initiatives that speak to us on a human level- creativity, community, the need to teach and nurture, the drive for efficiencies and improvement, the desire to create structure. The fact that we currently offer brand protection through facility maintenance and repair is simply the by-product of our deeper cause. People with whom this desire to both offer and experience normalcy resonates, gravitate towards working as employees or partnering with Resicom as clients.
So, we fully understand that we approach building our business from a different perspective. Most sales representatives first tell a prospective client about the “what”; this is what we make and this is what we do. Our sales and solution team introduce the why of doing business with Resicom and how we help clarify objectives with options, before providing a generic tear sheet of our core competencies. We offer normalcy back to the busy, sometimes chaotic lives of facility maintenance managers. This is accomplished when facility maintenance managers are provided verified, real-time information on project status updates, through structured management, and by executing stellar-quality consistency on a nation level.
If these solutions are appealing, and the Resicom approach to business sounds intriguing, we are more than happy to provide tangible projects lists of what we are capable of accomplishing and talk about the rollouts, and renovations, and capital improvements, and painting, and tile work and general carpentry, and …
The Purpose Driven Corporatist “a new breed of employee emerging from within multi-national corporations. These “hybrid people” are increasingly motivated by creating products that add value both to society and to the bottom line. They persistently champion a vision of change in the face of frequent cynicism and resistance. They have emerged as a result of a series of shifts in the landscape (e.g. global market failures & increased societal expectations on business). Many of these people have experienced a shift in their personal motivation as a result of a life changing experience. Others have had an “aha!” moment after visiting a poverty stricken country or war-torn region. Still others have less dramatic mindset shifts and just want to make a difference after suddenly realizing there is more to life than just making the next dollar/euro/yen.” *
Written by Ryan Jones, Global Brand Manager, Procter & Gamble
Published on September 3rd, 2009in Eco-entrepreneurs