{"id":25936,"date":"2023-12-15T15:24:41","date_gmt":"2023-12-15T15:24:41","guid":{"rendered":"https:\/\/www.staging.detergo.eu\/?p=25936"},"modified":"2023-12-15T15:24:41","modified_gmt":"2023-12-15T15:24:41","slug":"purpose-companies-guide-on-how-to-navigate-in-turbulent-and-unexplored-waters","status":"publish","type":"post","link":"https:\/\/www.staging.detergo.eu\/en\/purpose-companies-guide-on-how-to-navigate-in-turbulent-and-unexplored-waters\/","title":{"rendered":"PURPOSE: companies guide on how to navigate in turbulent and unexplored waters"},"content":{"rendered":"

\"\"<\/a>Detergo was also present to the international event “World Business Forum Milan 2023” that was held the last 15 and 16 November at the Allianz MiCo at Milano Congressi. \u201cWorld Business Forum Milan 2023\u201d was an extraordinary moment of inspiration and knowledge sharing for the companies, focusing on the central theme of \u201cPurpose\u201d. The speakers shared perspectives and experiences demonstrating how defining a purpose is crucial for business success, capable of generating positive impacts for the society.<\/p>\n

It shows us the way forward and sets a goal for the future. It is the force that inspires innovation and creativity in people and organisations. A clear and shared purpose makes us capable to achieve any goal. We place Purpose at the heart of the business. Being clear about our purpose allows us to navigate through the turbulent and often unexplored waters that businesses are facing today.<\/p>\n

Purpose allows us to move from productivity to passion, from automation to self-expression, from individualism to collaboration. The initiative brought together top leaders and senior executives from all sectors, creating an open space for dialogue and debate. But which were the messages launched by the brightest personalities from the business world and beyond?<\/p>\n

\"\"<\/a>The first speaker at Wobi 2023 was Nava Ashraf<\/strong>, Professor of Economics at the London School of Economics (LSE), who introduced the concept of Altruistic Capital as a resource that can be built through action and social learning. Ashraf emphasised that every person has a latent desire to help others, highlighting the importance of integrating altruism as part of the company’s \u201cpurpose\u201d. “There are no altruistic and selfish individuals, every person has a latent desire to help others,” – said Nava Ashraf.<\/p>\n

\"\"<\/a>Greg Hoffman<\/strong>, former Chief Marketing Officer at Nike, with more than 27 years of experience in the world of storytelling and brandexperience, shared the secrets of establishing valuable connections with customers by generating emotions and brand experiences. “To create a bond with the customers, you must be empathic. Each product must have a story, a concept that allows customers to identify themselves with the brand’s values. Only like this a brand can become memorable. We need brainstorming sessions combining different skills and perspectives to make them more fruitful. We can all dream for a better future!”<\/p>\n

\"\"<\/a>Then it was the turn of Beatrice \u201cBebe\u201d Vio<\/strong> the most famous Italian fencing and Paralympic champion who defied the notion of disability, emphasising that it is only in people’s minds. We are all “disabled” when we need something, so if for example you need to wear glasses to read or see something, you are disabled in that moment. Beatrice Vio, has dedicated her “purpose” for making sport accessible to all, promoting the quality of life for young people with prosthetic limbs.<\/p>\n

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\"\"<\/a>Felipe Gomez<\/strong>, pianist and innovation expert used music as a metaphor to illustrate the concept of virtuosity in business. Felipe delighted everyone by playing his beloved grand piano on the stage and actively involving the audience on the notes of a Cold Play song, inviting those present to sing along, giving them an experience of what virtuosity is, a key concept of his career”. In the music world, as in the business, practice is a regular systematic and logical process to achieve our purpose competently and effectively,\u201d says Gomez.<\/p>\n

\"\"<\/a>The second day began with the speech of Jon McNeill<\/strong>, former global sales president of Tesla, alongside Elon Musk, from 2015 to 2018. The US entrepreneur explained the development process that brought Tesla’s electric cars to success, starting from the failures and mistakes that were made at the beginning and most importantly showing that when you have a clear \u201cpurpose\u201d you can rise up and become a leader. He emphasised the importance of a lean approach in the continuous improvement process, identifying errors and eliminating waste.<\/p>\n

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Muhammad Yunus<\/strong>, the Bengali economist and banker, winner of the 2006 Nobel Peace Prize and creator of microcredit, sent a video message to share his \u201cpurpose2 with the participants: building a world without poverty. In order to dismantle the big banks idea, that poor people are not creditworthy founded the Grameen Bank and started to loan small amounts of money to people which usually were not granted for a credit.<\/p>\n

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The most successful Olympian swimmer of all times, the American Michael Phelps<\/strong>, emphasised his dedication and the importance of focusing on his goals to achieve his \u201cpurpose\u201d: become the best swimmer in the world and break all records. “During my career,” said Phelps, “I have never focused on what others were doing, because I couldn’t control it. I always focused on training every day for achieving my goals.”<\/p>\n

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\"\"<\/a>The event was closed by the legendary director Francis Ford Coppola<\/strong>, who intertwined cinema and history in his personal analysis of creativity and innovation. Together with the director of The Godfather trilogy and Apocalypse Now, covered the themes of creativity, talent and leadership. “If you find yourself in the position of having to choose your team members, try to rely on feelings and trust your intuition”, advised Coppola.<\/p>\n

The World Business Forum Milan 2023 provided an excellent opportunity to share experiences, visions and strategies for success and interesting insights. Through speech and real versatile performances, the speakers emphasised how purpose is the right tool to drive successful decisions, inspire teams and generate change. So, I invite all readers to focus on a \u201cpurpose\u201d for 2024. \u2022<\/p>\n

di by
\nALESSANDRO MARTEMUCCI – Lean Marketing Manager<\/p>\n

OFFICINAE LEAN & DIGITAL MARKETING<\/strong>
\nVia Passarelli 99, Matera (I) – Tel. +39 0835 333321
\ninfo@officinae.com www.officinae.com<\/a><\/p>\n

DETERGO Magazine # December 2023<\/p>\n","protected":false},"excerpt":{"rendered":"

Detergo was also present to the international event “World Business Forum Milan 2023” that was held the last 15 and 16 November at the Allianz MiCo at Milano Congressi. \u201cWorld Business Forum Milan 2023\u201d was an extraordinary moment of inspiration and knowledge sharing for the companies, focusing on the central theme of \u201cPurpose\u201d. The speakers […]<\/p>\n","protected":false},"author":3,"featured_media":26058,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1766,455,458],"tags":[3164,2467,1570,1636,1965,3165,2551,3166],"class_list":{"0":"post-25936","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-news-en","9":"category-topnews-en","10":"tag-comunicazione-en","11":"tag-detergo-magazine-en","12":"tag-expodetergo-international-en","13":"tag-lean-marketing-en","14":"tag-marketing-en","15":"tag-milano-world-business-forum-2023-en","16":"tag-officinae-lean-digital-marketing-en","17":"tag-purpose-en"},"_links":{"self":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/25936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/comments?post=25936"}],"version-history":[{"count":4,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/25936\/revisions"}],"predecessor-version":[{"id":26078,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/25936\/revisions\/26078"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media\/26058"}],"wp:attachment":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media?parent=25936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/categories?post=25936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/tags?post=25936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}