Issue 90 - 01 | GROW: How to Change the Narrative of Business

By Jim Stengel
Published Jan. 25, 2012 11:00 a.m.
“It’s time to change the narrative of business. From a winner-take-all tale, no-holds-barred, no matter what the cost to individual firms, investors, the economy, and society, to doing business on the basis of what I call brand ideals, shared ideals of improving people’s lives.

Wider adoption and leveraging of brand ideals would be the best medicine the economy could possibly get. Instead of inflating a bubble that would sooner or later burst with tragic consequences for everyone, it would trigger and sustain unprecedented growth in every sector it touched.

Make no mistake, however. The business case for brand ideals is not altruism. It’s self-interest and mutual interest. In addition to its wider positive impact, a devotion to brand ideals will do more for your own business and career than any other factor.

Maximum business growth and high ideals are not incompatible. They’re inseparable.”

About Jim Stengel | Jim Stengel is the former Global Marketing Officer of Procter & Gamble, where he had organizational responsibility for nearly 7,000 people. He has been named multiple times by Advertising Age as the number one “Power Player” in marketing and recognized as Grand Marketer of the Year by Brandweek magazine in 2005; in September 2011, he was named to the Fortune Executive Dream Team. He is currently President/CEO of The Jim Stengel Company, LLC, and adjunct Professor of Marketing at the UCLA Anderson School of Management. Stengel appears regularly in the media, including Kudlow, the Wall Street Journal, Adweek, etc. He is based out of Coronado, CA and Cincinnati, OH.

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