“One of the questions I always have is, how does brand purpose and brand positioning change during and after COVID-19?”
That’s the question Persado President Jason Heller put to Jim Stengel, former global CMO of Procter & Gamble during the inaugural episode of Choice Words, the new podcast series where Jason interviews expert guests to explore the stories, data, and insights leaders need to communicate effectively with customers.
Jim and his team at The Jim Stengel Company help clients unlock the hidden energy and value in their brand purpose and the conversation was rich with thoughtful insights for leaders struggling to navigate the journey to a new normal through the COVID-19 crisis.
I think the most profound change coming out of this at this point, will be more decentralized and faster decision making in organizations, based on a common purpose because that’s what people are doing now.”
Listen to Jim Stengel on the Choice Words podcast and read highlights from their conversation below:
On how COVID-19 has already changed business:
I mean, people are planning by the half days and I think that’s going to be with us and I think that’s positive.”
Because who wants to go back to a work world where we’re slow, we’re not responding, we’re not united in our purpose, we don’t feel hugely empowered?“
It’s not about COVID messaging, it’s about messaging during the age of COVID.”
On becoming agile once and for all:
This is going to be the defining moment for us as a collective of enterprises: How much of that agility sticks versus how much do we go back to command and control, which is what created all this bureaucracy in the first place.”
I feel like agile, as a way of life, is here to stay.”