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Give them what they crave…

…And they’ll stay with you forever.

We are living purpose hungry economy

What does fulfilment from your business mean to you?

Imagine a team of highly talented people. They are fully engaged, hyperproductive, and delivering awesome experiences for all your customers.

Now imagine this happening without you needing to be involved, and profitably! What would you choose to do with all your new freedom?

Productivity unleashed

Both as customers and as team members, we are hungry for purpose! An awesome product or service alone is simply no longer enough!

Your #1 focus as a leader today, to attract and retain awesome people, is to give them what they crave.

9/10 Will Trade Pay for Purpose

More than 9 out of 10 employees are willing to trade a percentage of their lifetime earnings for greater meaning at work. (Better Up 2018)

So how do you lead with purpose?

Leading with purpose in a way that attracts and retains the people you need to create freedom for you is a simple formula: (C + I) × S = Freedom

Culture Impact Storytelling Formula

C is for Culture

When your culture is strong your team becomes more engaged, and misaligned people self-select out.

Engaged team members are 12 times more productive than disengaged employees (for mid level roles)!

Engaged is ProductiveYour culture code consists of a few components. It includes a vision for the world and humanity. And it must be meaningful to your entire team (and prospective team members). This vision directs your purpose, your values, your brand personality and your key messaging.

Your purpose and values must be lived and breathed through all your actions. Authenticity is key. When you have it right, your brand becomes a crusade to join, not merely a paycheck.

We have a simple and effective framework to help you with this meaning and authenticity:

  1. Articulate – Define the culture code for your organisation
  2. Unite – Embrace your entire team in the process and journey
  3. Protect – Develop your process to ensure you hire & fire for fit.

Culture Trio

But great culture alone is not enough! (C (Culture) + I) x S = Freedom

I is for Impact

When your team are co-creators of positive impact at work as well as their job, they are 42% happier! When they are happier, everyone wins: you, the rest of the team, and your customers.

According to Harvard researchers, those who gave contributions of time or money were “42 percent more likely to be happy” than those who didn’t give. It’s called Helper’s high and it is real. We’ve felt time and again the palpable energy it creates for teams.

42% Happier

Making a positive impact integral to your business model not only bakes in this happiness for your team, it gives your market a noble reason to love you. By choosing you, your customers feel part of something bigger, and it becomes their story. They become your brand ambassadors, at no cost to you.

Choosing the right impact model for your business can be tricky. It must make sense for your market, for what you do and for your team. It has to be bolted in, not bolted on, or it will be seen as a marketing tactic, or worse yet, cause washing.

There is a simple framework for your impact model too:

  1. Determine – Identify the simplest, most relevant positive impact for your business
  2. Communicate – Set milestones, then measure and report to all your audiences
  3. Celebrate – Mark all milestones with celebration, embracing your co-creators.

Impact Trio

Great culture and impact is awesome, but without the next piece it will be slow going. (C (Culture) + I (Impact)) x S = Freedom

S is for Storytelling

One of the greatest and most painful business myths is “if you build it, they will come”. While it does increase your odds of success, you’ve still got to drive attention to what you build.

Human beings are story machines. It is the way we process the information we receive through our senses and experiences. We convert anything meaningful into a story to store for recall. And we disregard everything else.

A well crafted story makes this process a whole lot easier, as it is engaging and easily stored. Wrap it in meaning and emotion, and it can be remembered for eternity.

Living the brand

What this means for your business is simple. When you craft stories that share your culture and your impact, you make them easier to learn and recall. These stories help your team deeply and understand your culture and impact. It helps them live the brand. Then they can share the stories with their teammates and clients. This is how they spread in perpetuity!

Naturally we have a framework for effective storytelling too:

  1. Collect – Gather stories from your team that embody your culture and impact
  2. Create – Craft the 6 key stories for each of your audience types
  3. Storytell – Become prolific storytellers through all your communications.

Storytelling framework

The greater your storytelling, the faster and easier you will connect people with your awesome culture and impact. It’s why storytelling is the multiplier that completes your freedom and fulfilment formula:
(C (Culture) + I (Impact)) x S (Storytelling) = F (Freedom)

Culture Impact Storytelling Formula expanded

Unleashing your team

Can you see how getting this formula right for your business unleashes the potential of your team?

To recap:

  • With a strong culture, your team is aligned and fully engaged.
  • The right impact model increases your team’s happiness and your customers’.
  • And great storytelling makes it all perpetual, including endless referrals!

This is how you gain fulfilment and freedom from your business. Which comes back to the opening question: What does fulfilment from your business mean to you?

What do you stand to gain

Is it the freedom to spend more time with your family, to travel, or to serve your community? Could it be that you are simply freed up to choose to do specific projects within your business?

Ultimately, getting it right gives you freedom to choose.

Where to from here?

We have a mastermind accelerator for Purpose Ready businesses needing help to become a good for the world brand. The frameworks above form part of our ElectroMagnetic Brand method. Its purpose is to help you create a brand that effortlessly attracts awesome people.

Strategy SessionTo find out if it is a good fit for your business, book your complimentary one-on-one strategy session with our team. Do that here.

Until then, be unapologetically awesome.

Luke & the team

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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
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The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.
Mende Seljanovski
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Love their vision, love their work and mostly love the team!
C. S. Chen
Claytan Australia
Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
Claude Di Ciano
Richardson & Wrench Willoughby
Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.
Alexander Bont
Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.
Ross Thompson
JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
Jeremy Chen
Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
Syed Mujtuba
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A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
Lucette King
NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
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I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

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