The Good Business

In the future, business will have a greater impact than anyone else in solving society’s biggest challenges.

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The Good Business

I see you

Do you see me?

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wearetank.com.au

Understanding people, our instincts and what

drives us as human beings, is at the heart

of building brands that have meaning within

our lives.

This book will introduce you to a different

type of business.

A business that works with purpose-driven

leaders and understands that leadership

at all levels needs empathy to create change.

The world doesn’t need another ‘creative

agency’ with big ideas and shallow promises.

What we need are businesses that have

a complete understanding of the impact

of balancing positive purpose and profit.

Businesses that understand good design

solves problems, that creativity

is an inherent trait within humanity.

That creativity can change the world.

We need partnerships that are focussed

on creating positive social impact, creating

meaningful profit and solving real-world

problems – not creating them.

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Understanding people

“If you don’t understand people, you don’t

understand business.”

Simon Sinek

Author of ‘Start With Why’ and ‘Why Leaders Eat Last.’

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Understanding people

A HUMAN CENTRED

APPROACH TO CREATIVITY

This means we start with empathy and use human-centred design methods in everything we do.

A new way

When we first started Tank, we had a vision

of bringing together a range of creative

disciplines to inspire new ideas and

collaborate with leaders who wanted to create

positive social impact and meaning in the

work they do.

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A simple vision

Co-founder, Richard Foster

NO NOISEJUST MEANING

NO NOISEJUST MEANING

PURPOSE DRIVEN

LEADERSHIPWe work with a new type of leader.

A leader that balances purpose and profit.

What is a purpose-driven leader?

* Thank you to Carolyn Tate and Yvon Choinard for inspiring

our definition of purpose-driven leaders.

We work with leaders who have vision

and purpose.

Leaders who work at the intersection of their

talents, passions and strengths in service

of the greater good, for organisations that

do no unnecessary harm.*

This leader is an entrepreneur, a strategist,

a design thinker. A visionary ready to make things

happen at the drop of a hat with human-centred,

empathic tools at her disposal.

She sees opportunities where others see

obligations and owns both success and failure

in equal measure.

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A new type of leader

PURPOSE-DRIVEN LEADERS ARE

ENTREPRENEURSSTRATEGISTSDESIGNERS

VISIONARIES

PURPOSE-DRIVEN LEADERS ARE

ENTREPRENEURSSTRATEGISTSDESIGNERS

VISIONARIES

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A new type of leader

Further readingRise of the DEO, Leadership by design Maria Giudice and Christopher Irelandnewriders.com

PURPOSE-DRIVEN LEADERS DRIVE

BUSINESSBRANDSCULTURE

EXPERIENCEIMPACT

PURPOSE-DRIVEN LEADERS DRIVE

BUSINESSBRANDSCULTURE

EXPERIENCEIMPACT

WE WORK WITH PURPOSE-DRIVEN

LEADERS TO CREATE MEANINGFUL

IMPACT

WE WORK WITH PURPOSE-DRIVEN

LEADERS TO CREATE MEANINGFUL

IMPACT

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Our purpose

Read our purposewearetank.com.au/purpose

A SUITE OF PROGRAMS TO DELIVER MEANINGFUL

IMPACT

The Good Business

In our business, strategy and execution don't

exist in silos – problems are articulated with

clarity. Coming up with ideas is about finding the

broadest range of possibilities and both strategy

and execution are iterated upon based on

learnings and insight.

Our programs are delivered in a simple framework

we call The Good Business.

A framework that blends the best of human-

centred design, user experience design and

brand development into simple programs with

clear deliverables and methods that are both

collaborative and inclusive.

01

Brand development with a purpose-driven centre

Using a more human-centred approach to develop brand strategy that is intrinsically linked to business purpose.

Business strategy with empathy and purpose

Partnering with organisational leadership and executive teams to ensure that business strategy has positive purpose built in.

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NamingBrand strategyBrand identityBrand styleguides

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PurposeEmpathyValuesNarrative

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Human-Centred Brand Development

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The Good Business Program

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Program Summary

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A culture that lives and breathes the organisational purpose

Engaging executives and human-resources managers to help live the business purpose, brand values and give them a framework to develop a rhythm of activity that brings them together as a team.

Experiences that are relevant, topical and delightful

Through a deeper understanding of people's needs, we design communication experiences with empathy and purpose.

Understanding the impact the organisation has on the people it serves

Helping organisational leaders better understand the needs, experiences and aspirations of the people it services.

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Brand trainingLiving our purposeThe new employee experience

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The customer journeyThe design of serviceCommunications strategyContent strategy

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Understanding our communityUnderstanding our peopleHuman-centred design for teamsEnvisioning tomorrow

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The Meaningful Culture Program

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Designing meaningful experiences

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Creating meaningful impact in the world

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A suite of programs to deliver meaningful impact

03 04

03 Values

• Organisational values• What do our people value?

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01

The program roadmap

01 Purpose

• Purpose statement• Purpose Keynote

02 Empathy

• Persona development• Empathy map of needs• Core customer description• Persona Keynote

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Partnering with organisational leadership and executive teams to ensure that business strategy has positive purpose built in.

In the future, it is business that will have the greatest impact than anyone else in solving society’s biggest challenges. And these businesses will have a conscience that balances profit with purpose and develop products and services with deep regard for the customer and ensuring that all stakeholders are catered for.

The Good Business is driven by courageous leaders who understand deeply the needs of the customers they wish to serve. These leaders use empathy and purpose to drive their strategic plans.

They are decisive and purposeful, and lead cultures where debates are healthy and plentiful. Empathy is for empowered consumers and employees – and it provides a product and service that fits their needs.

The leaders of these businesses drive a core purpose and set of beliefs that they can call on to motivate and inspire the people that work for them – and as a tool to partner with like-minded organisations.

Further readingMcKinsey & Co: Connecting strategy, goals and meaningful purposegoo.gl/VNKNkc

04 Narrative

• What is the story we tell?• Our narrative

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Human-Centred Brand Development

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02 Brand strategy

• Brand positioning• Brand vision• Brand architecture• Brand personality• Origin story• Brand experience vision• Brand culture vision• Brand impact vision

03 Brand identity

• Creative strategy• Brand visual language• Brand verbal language• Brandmark• Brand symbols

The program roadmap

01 Name development

A name development program that is collaborative and embraces co-creation to deliver a series of name ideas towards a short list.

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Human-centred Brand Development

Using a more human-centred approach to develop brand strategy that is intrinsically linked to business purpose.

The human-centred brand takes the empathy developed in strategic planning and ensures it influences heavily the development of the organisational identity. These brands connect with us at a deeper level – their origin story is far more memorable and compelling.

From Lonely Planet’s ‘park bench’ founding story to Patagonia’s revelation to become a more responsible company that does no unnecessary harm are cases in point.

Stories that unite customers, staff and stakeholders alike. Stories that bind people together and drive them forward towards a common goal. Stories that create identity.

The meaningful brand identity is borne of co-creation, collaboration and an immersive understanding of the key markets the business serves.

How else can we create the organisational identity if we don’t know how it will connect with the people it serves?

04 Brand styleguides

A brand styleguide allows those that handle the identity to work from one consistent framework.

• Brand styleguide

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Photo: Chang Liu, Flickr

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03

02 Living our purpose

Engaging with leadership teams to develop ideas and methods to bring the business purpose to life within their organisations.

03 The new employee experience

Designing and automating an on-boarding experience for new employees that introduces them to the business and culture.

The program roadmap

01 Brand training

Designing a suite of training methods that ensure the organisation has:• brand guardians• brand advocates• brand ambassadors

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Engaging executives and human-resources managers to help live the business purpose, brand values and give them a framework to develop a rhythm of activity that brings them together as a team.

Engaged and inspired employees stay longer, do the best work of their careers and are the first to champion the business purpose.

We search for meaning in our relationships, through art, through our spiritual endeavours and increasingly in our work. We spend the largest portion of every day working and we want to believe that our contribution matters and has a positive impact on the world.

We must create a meaningful culture within our organisations. A message that is more than just systems and processes that lead to the end profit. Profit is only a by-product of doing business, not the end game, and if the only understanding of why the company is in business is to make a profit then the culture of the company fails.

Both employees and stakeholders need a ‘why’ that can connect with them emotionally.

The meaningful organisation hums with a rhythm of activity that lives and breathes the brand and heads in the same direction.

New employees are welcomed and introduced to the organisation’s business strategy, brand and culture in a methodical, meaningful and impactful way – a way that has them proudly saying to their friends and partners,

“I work here!"

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The Meaningful Experience Program

04

02 The design of service

Mapping the current service experience highlighting the reality and innovating the opportunities.

• The service blueprint

03 Communications strategy

Developing communications strategy that is meaningful and measureable.

The program roadmap

01 The customer journey

Designing a suite of training methods that ensure the organisation has:

• brand guardians• brand advocates• brand ambassadors

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Through a deeper understanding of people's needs, we design communication experiences with empathy and purpose. No noise, just meaning.

We want anyone that comes into contact with the organisation to walk away feeling valued and we want to partner with businesses that share our ethics and beliefs.

To do this we must deliver an experience that goes beyond 'advertising messaging' and 'taglines' – artefacts of a world gone by.

In reality customers – staff and stakeholders – don’t care about our organisations (business and brands) all the time. In truth, they’re not even thinking about us most of the time.

People care about the way they feel and the way they are made to feel. When engaging with an organisation we seek experiences that are relevant, topical, informative and altogether meaningful.

Experience mapping generates insights, highlights areas to innovate and builds a stronger future for the relationship between stakeholder and organisation.

Delivering useful and meaningful content goes beyond soulless advertising that exists as an end to itself (we all know those ads we laugh at and soon forget the product).

The meaningful experience stays with us.

04 Content strategy

Developing content workflows and strategy that delivers customers, employees and stakeholders relevant, topical, informative and meaningful content.

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The Meaningful Impact Program

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02 Understanding our community

A suite of human-centred design methods that help you better understand the people in your community – their needs, their experience, aspirations and how they're using your product, service and communications.

03 Human-centred design for teams

Training programs to teach leadership teams how to use human-centred design methods within purpose-driven organisations.

The program roadmap

01 Understanding our people

A suite of human-centred design methods that help you better understand the people inside your organisation – their needs, their experience and their aspirations.

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Using human-centred design to create meaningful impact in the world you live in by better understanding the people you're in business with.

Meaningful impact is the type of impact that is measurable, transparent and ethical. It helps people and the environment, and doesn’t shirk its responsibilities. Fulfilling corporate responsibilities and committing to sustainable practices and fair trade wages are just the beginning.

A truly meaningful organisation will find a way to link its commercial interests with its desire to make a difference, and not concentrate on one to the detriment of the other.

Meaningful impact begins with understanding the people at the centre of your business – your people and the community you serve.

04 Envisioning tomorrow

Our design team (with your design team) will envision the future of your industry, culminating in a booklet and online presence that you can use to inspire innovation.

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Tank

We seek to work with businesses that stand for something.

The businesses we work with refuse to speak jargon.

They share similar values to us and embrace the journey to communicate with meaning.

Tank

wearetank.com.au

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Tank

Our clients believe in something and give back to the world with a healthy balance of commerce and positive social impact.

They're not afraid to say “This is our line in the sand.”

Tank

wearetank.com.au

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Organisations we have worked with

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Tank

“Congratulations on the development of the Bank Australia brand. It’s a strong brand both in image and substance and your work has helped take 10 years of work in sustainability and make it mean something more.

The focus on our target markets has been great to observe which just proves that you live and breathe the human-centred design approach.

I look forward to working with Tank on many more projects.”

Fiona Nixon Head of Corporate AffairsBank Australia

View the case study online

wearetank.com.au/work/bank-australia/

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Tank

The One Netball brand was developed as a conversation among communities, not a one-sided message at them.

Having a deep understanding of the audience, their motivations, priorities and concerns allowed us to identify the values that drive participation in sport – having fun, being included, self-esteem, friendship –as well as establish key, commonly valued emotional territories which held a higher meaning for the audience. Promoting a sense of belonging, a healthy self-esteem and sense of achievement.

View the case study online

wearetank.com.au/work/one-netball/

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Let's get started

We'll come to you, or if you're interstate we'll fly to you and present a behind-the-scenes case study of one of our hero case studies: Bank Australia, Netball Australia and DHS.

We'll meet with you, listen to your challenges and leave you with a bit of homework with our diagnostic tool to develop a good business.

Get your team together, bring the challenges your organisation is facing and we'll work together clarify the following:

• Context and background• Vision for success• Goals and objectives• Problem Identification and

clarification (HCD method)• Key stakeholders• Roadmap development• Scope of work• Project priorities

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A free 1hr Behind-the-Scenes Presentation

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A free 1hr consultation

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Discovery Workshop

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Email us [email protected]

Exclusive to Hello Tomorrow members, our events feature a single presenter, some drinks and nibbles and lots of ideas for purpose-driven leadership.

Subscribe to Hello Tomorrow and register your interest to attend – the rest will follow.

Hello Tomorrow is a platform that gives purpose-driven leaders the resources and tools they need to begin the journey towards creating a meaningful organisation.

We've developed a simple survey that helps you better understand your current challenges and begins the conversation towards creating a roadmap for a meaningful organisation.

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Attend one of our Hello Tomorrow events

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A leadership platform for purpose-driven leaders

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The Good Business Survey

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Join Hello Tomorrow wearetank.com.au/subscribe

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Join Hello Tomorrow wearetank.com.au/subscribe

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Download The Good Business Survey wearetank.com.au/good-business

“I’VE LEARNED THAT PEOPLE WILL FORGET WHAT YOU SAID,

PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET

HOW YOU MADE THEM FEEL.”MAYA ANGELOU

“I’VE LEARNED THAT PEOPLE WILL FORGET WHAT YOU SAID,

PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET

HOW YOU MADE THEM FEEL.”MAYA ANGELOU

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Maya Angelou

Further readingStart With Why, Simon Sinekstartwithwhy.com

_ TANK

30 Lalor Street Port Melbourne Victoria 3207 Australia

wearetank.com.au

+61 3 9646 2909

Human-centred design is an approach that places an emphasis on understanding the needs of the people at the heart of the challenge.

We blend our years of experience in brand development and communications to deliver a suite of programs that have empathy at their heart.

Curious?

We're always happy to chat.

Documents

The Good Business