Walking into Trader Joe’s on an evening after the office, Moshe Engelberg PhD., a leading business consultant, author, and speaker, felt a sense of warmth. “When I go into Trader Joe’s, I feel a bit uplifted and this sense of belonging.” Moshe calls that feeling love, and emphasizes most businesses don’t produce it.
The world of business has become devoid of connection and a sense of community. Trader Joe’s is a brand that has capitalized on community, creating an opportunity for customers to build a personal relationship with the brand. Remaining competitive in the over-saturated market today is becoming increasingly difficult, but ultimately connection and belonging is what stands out in the eyes of a consumer.
Purpose driven branding helps brands establish what matters to them. It’s the fundamental truth of why a brand exists in order to relate better to customers and boost talent retention. To put it simply: if a brand knows why it exists, it will do better than the competition.
In the business world, a book often touted by top executives is Sun Tzu’s The Art of War. Moshe turned his back on these cut-throat ideals and instead suggests one book that should be on every CEO’s bookshelf, The Bhagavad Gita. Sometimes called simply ‘The Gita‘ is a 2,000 year old Indian text that describes how to overcome adversity by controlling the mind. The mental battles we have within ourselves often leads to shady business decisions and the compulsion to control external outcomes. In his own book about love-powered business, The Amare Wave, Moshe adds, “The book that I wrote reinforces this same core message — to succeed by not being attached to outcomes.”
As a business, not being attached to outcomes is one of the most difficult practices. It requires hushing the critical voice inside us that is so welcomed in the corporate world, and instead don a voice that aspires for success without frenetic grasping energy. The current pandemic is one example of how being unattached to outcomes would be our greatest benefit. “No-one saw this situation coming,” Moshe emphasizes, yet being agile and unattached is the only way to get through to the other side with some sense of inner peace.
If we quiet the voice that compels us to get ahead at all costs, then which approach is left? Flow states are a mode of being that turn us from grinding hours to making decisions based on the present moment. Instead of getting our self-worth entangled in the outcome, we can focus more on what truly matters.
The biggest challenge facing brands today is working against the status quo bias. ‘This is how it’s always been‘ is not a strategy for anything, yet this is how they operate. “Business language is often very violent and predatory,” Moshe comments. Instead of “crushing the competition” and “capturing customers” we can start with an outlook that promotes company expansion and positivity. After all, if your company can do good and it ripples out into the world, then this is a great way to create more brand awareness and create a real impact.
The next fatal flaw businesses have is a short term mentality. Brands are thinking short term wins instead of sustainable growth. Moshe regards this as the reason why companies will keep chasing money at the expense of other important goals like employee retention. The short term mentality “makes us become servants to money.” Yes, margins are important because the more money they have, the more good can be done in the world, “But thinking money is your purpose, that’s the crucial mistake.” Companies need to think of the long term implications of their decisions.
When brands can operate on a level that’s based in inclusivity and positivity, it uplifts the organization and society while building prosperity. Companies can learn to diminish pain and suffering in the world while hitting their financial goals. It’s easy to see why brands like Trader Joe’s that offer an uplifting experience as part of their branding are reaping the benefits.
At RDB, we’re aiming to make more of a positive difference by implementing a culture of gratitude in our workplace. This uplifts our employees and creates a more inclusive environment. Seeing your brand’s purpose through the quagmire is worth it to have a business that makes a positive difference, remains competitive and hits the top of the chart for financial goals.
We pride ourselves on being a purpose-driven marketing agency that builds brands that do better. Do better in not just the economical sense but also having a positive effect on society and our planet. Do you wish to know how a digital agency can create a positive impact? Read how we do it at RDB.
The business world is missing love. Moshe Engelberg PhD., a leading business consultant, explains why brands need to prioritize compassion and connection to remain competitive.
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