The Purpose-Driven Marketing Handbook Quotes

“The 99 always watch the one”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Amid the most challenging times, your ability to bring stakeholders back to first principles and connect with them at a deeper emotional level can be the difference between success and failure. Today, we refer to this skill as motivating people through purpose. However, for this to happen, we need a purpose in the first place.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Amid the most challenging times, your ability to bring stakeholders back to first principles and connect with them at a deeper emotional level can be the difference between success and failure. Today, we refer to this skill as motivating people through purpose, However, for this to happen, we need a purpose in the first place.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Saipem, an Italian-based company founded in 1957, has built some of the world's largest energy and infrastructure projects. It is organized into five business divisions that focus on onshore and offshore drilling, engineering and construction, and conceptual design services. Given its connection to oil and gas contracts, which effectively collapsed in 2014 with a plunge in oil prices, it has had to set a course beyond fossil fuels and rethink everything about its business. This "change or die" scenario sets the tone for its reporting and disclosure.
Its 2019 sustainability report acknowledges the scenario it is facing and tackles the issue of the low-carbon transition head-on. At its core is the organziations rallying call, or "the four challenges," which describe the context and frame the opportunities it must capture to remain competitive.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“You can start weaving your purpose into your vocabulary right away. Use every opportunity to talk to current and new stakeholders. Remind them of who you are, why you exist, and continually renew their enthusiasm around working with you. With some work up front, your message will be compelling.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Enviva used impact quantification in its introduction and later under its climate change theme. It makes the point that it has avoided the release of 31 million metric tons of carbon dioxide equivalent emissions since its inception and equates them to four equivalent metrics. 3.5 billion gallons of gasoline not consumed. 34.5 billion pounds of coal not burned. 72.4 million barrels of oil not consumed. 5.3 million homes not using electricity for one year.
This use of impacts is part of the straight line it draws from the 16 million metric tons of coal displaced to the avoided emissions and the equivalent measures. All of this illustrates its role in providing biomass to help customers reduce their carbon footprint.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“As we approached our fifth small hill and were well into the Powerline Road, fatigue started to take hold. Just below the crest, my legs turned heavy, and I was losing ground. In the moment before I was going to concede, I felt something on the small of my back. My Italian friend has timed his reach perfectly and was guiding me to the top.
It turns out that those 10 seconds of help were all I needed to finish with the pack. As we gathered, post-ride, and mingled around the cars, I thanked my ride saver for the assistance. After denying he had any role a few times, he smiled and said, "Sometimes, a helping hand is all we need to improve.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Effective leaders understand that managing sustainability and ESG both involves work and creates opportunity, It;s a horizontal versus a vertical organizational process, with spectacular range and ability to drop to incredible depths if need be. It's the submarine effect. It shares specific characteristics with initiatives cutting across you organization's vertical business units, such as your digitization and talent management efforts.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“What I found most interesting about Session C was the unique window it provided the CEO into the business. It was "boundaryless" before the word came into favor as a GE company value. It was functionally agnostic and part of a more extensive system managed by the top executive with ties to the board of directors, corporate and operating executives, and various management levels. No one could claim outright ownership for it, but everyone was intimately involved.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Recognize that strategies shift and can change the underlying dynamics of your organization. Effective leaders are constantly reinventing and disrupting their organizations to take advantage of the next growth wave. They realize the dangers of maintaining the status quo when disruptive forces, trends, and customer requirements change.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Successful leaders understand their image reflects what and who they are as opposed to what they plan to become. If you would like to be known as a sustainable organization, there are four things you can do. Think and act in ways that support long-term viability and ESG ideals. Help stakeholders understand how you think and act. Help stakeholders see how you think and act. Continuously reinforce all of the above with stakeholders.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“The 99 always watch the one”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“The dividing lines are fading, If we've observed anything over the last several years, it has to be the large eraser we've taken to the stark lines that neatly compartmentalize our lives. For many, the tall wooden dresser, with its many drawers that housed each section of their lives, has been replaced with a large glass box. And we needn't look very far to find examples.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“In these meetings, far away from my home office in a dusty room, with 30 or so people gathered from various local, regional, and corporate vantages, the benefits of inclusion became starkly apparent. We were all in.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Levi Strauss & Co. invented the first blue jeans in 1873. They were built to withstand the daily rigor of construction, agricultural, and industrial work. As a youngster visiting my grandparents on the family dairy farm, I remember standing beside my grandfather fixing his tractor in his Levi's, and asking him if I could get a pair, He said, "Sure but jeans are meant for the fields and the barn." Over the years, Levi's played a role in making America and worked themselves into mainstream fashion. How times have changed.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“The experience of working through the four-level process does more than develop an understanding of our impacts. It changes the conversation. Understanding benefits enables everyone to make a seamless transition from
feature selling to sales and marketing based on value creation and sustainability. And it at this altitude, high above the typical transaction sales process, that great things can occur for an organization.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“I can picture purchasing a product, such as a vehicle, a bicycle, or even grocery items, and seeing the emissions to produce the item and transport it to its location on its product tag, or by scanning its bar code. Items with top quartile emissions or high ESG performance for the category may have a different color-coded tag. The price tag will become a product tag and information about the item and the producer would be available in its online description,”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Are you an employer of choice in the minds of your employees? How do they feel about your sustainability and ESG efforts? Have you ever asked? You may want to think about the upcoming battle for talent. And that battle is on a personal level.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“So why does Tesla stand out in the field? They can point to the advantage of a "bigger" Big E. Their product line's end use has benefits, and they are not shy about talking about it. There is something here for your organization as well. Ask yourself what the impacts of the actual use of your product or service are versus alternatives, and you are well on your way.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“Don't you think it's incredible, given all the interest, that this temperature target of 15.4 degrees Celcius and the baseline of 13.9 degrees Celcius, as the preindustrial average global air temperature, are not plastered on billboards and posted on social media everywhere?”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors

“I believe that all organizations, as with people, make a difference.”
― Paul Pierroz, The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors