“Lean in to Purpose” – Jonathan Mildenhall
I was recently at a conference where Jonathan Mildenhall was a key note speaker. For those of you who don’t know Jonathan (and I don’t expect you to), he was previously the Chief Marketing Officer at Coca Cola and is now the Chief Marketing Officer at AirBnB. His marketing pedigree is not the topic of this message, but his passion for building “purpose driven companies” is.
His presentation was fantastic. In fact, as he took us through a journey of his career and some of the hallmark marketing campaigns he has overseen with Coca Cola and AirBnB, you could clearly see the impact that purpose has on those two organizations. And its not that these two companies are charities – far from that. But their commitment to purpose helped drive both to notable growth and brand success. Consider the following elements of Purpose from each of these companies:
• Coca Cola: To refresh the world…To inspire moments of optimism and happiness…
• AirBnB: Creating real connections/friendships between likeminded people