I always aim to be a visionary and vocal evangelist about the need for companies to embrace purpose as a key commercial strategy.
Co-founder and Partner
Johan Ekelin
I always aim to be a visionary and vocal evangelist about the need for companies to embrace purpose as a key commercial strategy. If done right and with honest intent, living by a powerful purpose delivers sustainable results for companies, consumers and society. Frankly I think that companies that do not embrace this philosophy will struggle for relevance moving forward.
I co-founded Lynxeye consultants in 1999 with Christian Hire, after we both had spent close to 7 years managing brands within Procter & Gamble Nordic and Europe.
My experience spans across a wide spectrum of companies, industries and geographies. The majority of my work has been in tech, media, retail, food & beverages, consumer goods and financial services. Through the years, I’ve advised some of the world’s most iconic brands, including H&M, Volvo, Samsung, Absolut, Nokia, Sony and Telenor.
—There is sometimes a misconception that purpose is about CSR, and as such odds are that the impact it creates is smaller. The more a purpose is a true north star for where to take the business the higher the positive impact for all stakeholders. It’s a matter of creating win, win, win, win.
What is corporate purpose?
It means the future of healthy corporations. It’s as easy as that. Over the last few years, it has become clear that more and more companies and brands become obsolete because they don’t play a meaningful role in people’s lives or in society at large. The winners that attract more customers manage to do both. And who wants to work for a company that affects the world negatively in the future?
How is purpose misunderstood?
I feel passionate about realizing purpose as a way of creating progress for companies and societies. There is sometimes a misconception that purpose is about CSR, and as such odds are that the impact it creates is smaller. The more a purpose is a true north star for where to take the business the higher the positive impact for all stakeholders. It’s a matter of creating win, win, win, win. Happy customers rewarding the company with their loyalty, engaged employees, positive contributions to society and, as a result, happy shareholders.
Name a great purpose example
As a Swede I am proud of IKEA. Lynxeye Purpose Index Global shows that it is in fact the most trusted large corporation because they are true to their values. “To create a better everyday life for the many people” means something for every employee within IKEA, and customers can feel it. Customer value and societal value is created in a mutually reinforcing way, guided by a very clear sense of purpose. I think that there is a lot to be inspired by for other companies.
—Over the last few years, it has become clear that more and more companies and brands become obsolete because they don’t play a meaningful role in people’s lives or in society at large. The winners that attract more customers manage to do both.
