how purpose puts the customer at the centre
TRANSCRIPT
VirginCharlotte Goodman
CONFIDENTIAL
HOW PURPOSE PUTS THE CUSTOMER AT THE CENTRE CMO Summit
26 th October 2016
CONFIDENTIAL
HOW PURPOSE PUTS THE CUSTOMER AT THE CENTRE CMO Summit
26 th October 2016
Changing Business for Good means…
Thinking about the long term impact of the business decisions that we make today Thinking about the role and meaning we want to have in people’s lives Having a clearly articulated, embedded and measurable purpose in every Virgin
business that drives their decisions and fuels their success resulting in positive
impacts on customers, people, communities and the environment Putting our money where our mouth is – embedding our purpose principles and
values in all existing and new business investments Pioneering systemic change beyond the Group
Our vision is that we are…
A Group of valuable Virgin businesses where purpose is proved as a sustainable
competitive advantage
THE CASE FOR PURPOSE
87%
26% 3x
2x
84%
80%
If you are unsure about what your business’s purpose is, except perhaps to make money, it might be a good time to rethink your approach. Companies that survive and thrive over the long term have more significant interactions with their customers than just
conducting transactions; great businesses are places where problems are solved and lives are improved.
PURPOSE IN OUR DNA…
BRINGING IT TO LIFE…
WHAT CAN WE SHARE FROM OUR JOURNEY…
Listen hard
Insight is all
Timing is critical
Purpose is not a filter
Everyone has a role to play
Purpose drives innovation
A compass when times are tough
Don’t kill the fun!
Virgin Management USA65 Bleecker Street
New YorkNY 10012
Virgin ManagementThe Battleship
179 Harrow Road London
W2 6NB
www.virgin.com