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8/3/2019 Purposing Kemwell
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Purposing forPeak Performance
Anand Narasimha
Professor-Marketing & Brand Mentor
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Peak PerformanceTo be the best you can be
To make organisations/brands
achieve and sustain Peak Performance
to be the best in their field
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It all begins with a
Purpose
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Some Organizations who have adopted this...
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Why do you need a
Purpose
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Unless you stand for something,youll fall for everything.
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#1
Dispels confusion
Brings clarity and focus
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#2
Cuts out negativity
Energizes positivity
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#3
Stops thinking small
Inspires big dreams
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#4
Eliminates fear of failure
Boosts peak performance
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#5
Not working as individuals
But playing as a team
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How do you define
and articulate your
Purpose
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The Purpose Map
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OUR PURPOSE
SPIRIT
INSPIRATIONALDREAM
Whats your life theme? A passionate, aspiring goal. The big picture.
GIC (Greatest Imaginable Challenge) FOCUS
CHARACTER
BELIEFS
Whats your energizing principle?
Our life force, that defines us.
What attributes manifest your Spirit?
Should be authentic and genuine.
A few can be what you aspire.
What you stand for?
Core beliefs that drive us
Where do you see yourself in the
next 3 years?
Stimulating, measurable stretch
target/achievement
Whats the single most important
thing that will drive your actions?
Towards fulfilling our Inspirational
Dream and achieving our GIC.
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How?
Focus
What?
GIC
Why?
Inspirational
Dream
& Beliefs
Who?
Spirit &
Character
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Working out your
Purpose Map
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An example fora niche, upmarket, European Home Textile Company
OUR PURPOSE
SPIRIT
INSPIRATIONALDREAM
GIC FOCUS
CHARACTER
BELIEFS
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Begin with defining your Character
Write down 10 attributes (adjectives) that describe you best-
be true to yourself, you cannot be what your not
Now filter these down to the 3-4 most relevant words.
Knock the other 6 off
Next, write 4 attributes you aspire to acquire .
Filter these down to the 2 most realistic ones.
The final 5-6 words define your character
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Virgin AirlineCharismatic. Humorous.
Competent. Irreverent. Edgy.
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Inspirational Dream
Beliefs Spirit
CharacterRooted
Passionate
Conscious
Credible
Competent
GIC Focus
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Take the leap to express your Spirit
Should flow from your your character and not contradict it
Must energize and excite you
Should define you to such an extent that without it, its not you
Borrow words/phrases from movies, books, songs, quotes
Visualize your spirit- think of a picture that captures it
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Virgin Airline
Iconoclasm
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Inspirational Dream
Beliefs SpiritBeauty in Simplicity
CharacterRooted
Passionate
Conscious
Credible
Competent
GIC Focus
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Imagine your Inspirational Dream
Whats your big picture?
What would you like to be known for?
How are you planning to make a difference ?
Does it inspire you to go to work every morning?
Does it ignite passion in what you do?
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Virgin Airline
Make flying fun
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NASA Janitor
Putting man on the moon
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Inspirational DreamInspire New-India to discover everyday luxury
Beliefs SpiritBeauty in Simplicity
CharacterRooted
Passionate
Conscious
Credible
Competent
GIC Focus
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Put down your core Beliefs
Should be related to your inspirational dream and spirit
Not more than 5-6 beliefs
What you stand for?
When are you at your best?
What youll never do?
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Inspirational DreamInspire New-India to discover everyday luxury
Beliefs Creating contemporary classic designs-
that respect tradition while embracing modernity
Using natural materials & processes as a
guiding principle Driving sustainability of crafts and the environment
Ensuring integrity in everything we do
Building a participative and enlightened
customer community
SpiritBeauty in Simplicity
CharacterRooted
Passionate
Conscious
Credible
Competent
GIC Focus
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Set your GIC
Should be aligned to your inspirational dream
Must be challenging and ambitious
For a 3-year time frame
Preferably measurable- what metrics will you use
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Inspirational DreamInspire New-India to discover everyday luxury
Beliefs Creating contemporary classic designs-
that respect tradition while embracing modernity
Using natural materials & processes as a
guiding principle Driving sustainability of crafts and the environment
Ensuring integrity in everything we do
Building a participative and enlightened
customer community
SpiritBeauty in Simplicity
CharacterRooted
Passionate
Conscious
Credible
Competent
GICInfluence 50 architects/interior designers
+ 1,000 homes to use & experience
our brand, in year-1
Focus
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Define your Focus
Being single-minded is key
Not an activity list, but the core agenda to fulfillyour inspirational dream and achieve your GIC
The touch-stone and filter to evaluate your actions
Front-of-mind, everyday
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ARJUNAS archery practice
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WILLIAMSF1- The cleaning lady
Make the car go faster
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P & G
Winning at the 2 MOTS
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Inspirational DreamInspire New-India to discover everyday luxury
Beliefs Creating contemporary classic designs-
that respect tradition while embracing modernity
Using natural materials & processes as a
guiding principle Driving sustainability of crafts and the environment
Ensuring integrity in everything we do
Building a participative and enlightened
customer community
SpiritBeauty in Simplicity
CharacterRooted
Passionate
Conscious
Credible
Competent
GICInfluence 50 architects/interior designers
+ 1,000 homes to use & experience
our brand, in year-1
FocusInvite prospects to
see-touch-feel our products
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KEMWELL- OUR PURPOSE
SPIRIT
INSPIRATIONALDREAM
GIC FOCUS
CHARACTER
BELIEFS