Posts tagged ‘impact’
via Co.Exist (January 1, 2012):
What’s the trick to making a brand meaningful? Focus on outcomes, not outputs. The criteria, says Haque [director of the Havas Media Labs and HBR blogger], are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond ‘did this company make a slightly better product’ to the more resonant, meaningful question: ‘Did this brand actually impact your life in a tangible, lasting, and positive way?'”
Haque cites Nike+ as a prime example. “Instead of putting up another campaign of billboards with celebrities saying ‘Buy our shoes, they’ll turn you into a master runner,’ Nike+ actually helps makes you a better runner. That’s a constructive way to build a meaningful brand.”
image by Flickr user Mathieu Thouvenin
March 8’s daily design idea is consumers have long demanded (and received) positive impact from the strongest and most meaningful brands, but the impact that we’re demanding now is extending far beyond ourselves. Exciting!
For even more insight from Co.Exist on consumers’ growing expectations for businesses, check out the article “The Three Ages of Socially Responsible Business.”
via @LisaCurtis (Feb 21, 2012):
“…recently I’ve come across some really good advice for young people like me who want to make a difference, make some money and be really effective at what they do.
This advice comes in the form of two books, both of which have overly long titles. The first is The Seven Habits of Highly Effective People, a self-help classic published in 1989 that was named the most influential book of the 20th century. The second is the recently released Making Good: Finding Meaning, Money, and Community in a Changing World, a book that has the potential to become the 7 Habits equivalent for a whole new generation of professionals looking to make an impact alongside paying the bills.”
Curtis goes on to outline a nicely mashed-up “Seven Habits of Highly Effective Changemakers.” It’s worth noting that these align well with the “25 Thoughts for Changemakers” suggested in Social Entrepreneurship: What Everyone Needs to Know by David Bornstein and Susan Davis, a book that is also worth a read if you’re looking to develop the changemaker in you.
You can the top-line version of Curtis’ seven habits below, or the full article on Huffington Post Impact:
Habit 1: Develop a Personal Mission Statement (aka a “daily mantra”)
Habit 2: Envision What Success Looks Like
Habit 3: Cultivate Your Special Powers
Habit 4: Find Your Inner Circle
Habit 5: Practice Deep Listening
Habit 6: Seek Synergy (aka learn to play nice with others)
Habit 7: Practice
February 21’s daily design idea is a quote from Aristotle, which Curtis also uses as her concluding thought in the Huffington Post piece: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
“Why We’re All Designers” is a concise and fantastic article by Laura Weiss, Vice President of Service Innovation for the Taproot Foundation, published in Change Observer. While I highly recommend reading the whole thing, below is my favorite section:
“Without an appreciation of the design process, it is difficult for someone who has a stake in the outcomes to be a productive participant. Design, and the professions that engage in it, are still pretty exotic to most of the American public…. So when the concept of “design thinking” was introduced to the business world more than a decade ago, it became hugely popular. Designers started promoting the tools of their trade as applicable to core business decisions, and this education has enabled more productive collaborations between designers and their clients, as well as product managers and their bosses. Both translate into better outcomes in the form of successful commercial products.”
illustration based on Peter Drucker’s Paradigm of Change Model, from ZURBlog
March 24’s daily design idea is Weiss’s concluding thought: “When such capabilities are widely developed within the social sector, we’ll be able to say that we’re all designers too. To thrive, we’ll have to be.”
via Fast Company’s Co.Design (March 7, 2010):
Design and innovation consultancy IDEO “announced today that it would spin off a genuine 501c3 corporation to handle its social innovation practice.” The new “non-profit, IDEO.org, which will officially launch in the fall, will be in a better position to get grants from foundations whose rules make working with for-profit companies difficult.”
While IDEO has a history of doing projects with social impact priorities, “the new organization will aim to work in three different ways: partnering with non-profits to design solutions to problems in the areas of health, agriculture, water and sanitation, financial services, and gender equity; using open innovation platforms and social networking to share insights on best practices; and launching a year-long “future leaders” fellowship program that will pair fellows from the developing world with selected IDEO staffers.”
But will these new approaches be as successful as everyone hopes? IDEO plans to set the bar high for which projects even get picked up, and then be the first to find out if there is a real and positive impact made. “Projects themselves will have to meet a rigorous set of standards: they’ll have to be aimed at low income communities across the globe, be funded by a non-profit enterprise, and deliver tangible results — a real product, service, or system that will directly benefit the community it targets.” In addition, “there will be a huge emphasis on understanding impact,” says the head of IDEO’s Social Innovation domain, Jocelyn Wyatt. “We’ll conduct pre-project baseline surveys, do post-project evaluations, and bring in academics or other third parties for analysis of the results.”
March 10’s daily design idea is professional piece of advice #6: document and analyze your results.