The 10 Influential Marketing Leaders to watch in 2019
With the idea to exhibit the inspiring journey and insights of some of the world’s most influential CMO’s, Insights Success proudly presents an exclusive edition of ‘The 10 Influential Marketing Leaders to watch in 2019’
With the idea to exhibit the inspiring journey and insights of some of the world’s most influential CMO’s, Insights Success proudly presents an exclusive edition of ‘The 10 Influential Marketing Leaders to watch in 2019’
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Purpose Driven<br />
Ted Katagi<br />
CEO<br />
Kenja<br />
Purpose as a Company<br />
Just as with Individual <strong>Leaders</strong>, a company will need <strong>to</strong><br />
develop its own clear Purpose. A Clear Purpose gives<br />
motivation <strong>to</strong> people, clarity <strong>to</strong> strategy, and a clear<br />
brand<strong>in</strong>g for <strong>Market<strong>in</strong>g</strong>.<br />
If we are honest with most companies, the Purpose easily<br />
devolves <strong>in</strong><strong>to</strong> meet<strong>in</strong>g the Monthly or Yearly Targets.<br />
<strong>The</strong> Purpose is not merely the result of your actions - the<br />
Purpose describes WHY you are pursu<strong>in</strong>g your goals.<br />
<strong>The</strong> Clear Purpose is lived by company members so it<br />
becomes a reflection of why people jo<strong>in</strong> and stay with<br />
your company.<br />
Company Strategy is strongly guided by Purpose.<br />
Th<strong>in</strong>gs that lead you off the Strategic Path are rejected<br />
and you can f<strong>in</strong>d further value and differentiation <strong>in</strong> the<br />
area of your chosen competition. Small changes <strong>in</strong> your<br />
Purpose drives big results <strong>in</strong> the marketplace. Although<br />
Facebook and MySpace are both Social Networks,<br />
Facebook’s focus on connect<strong>in</strong>g your friends resulted <strong>in</strong><br />
many small <strong>in</strong>novations that MySpace with their focus<br />
on creat<strong>in</strong>g cool personal spaces did not.<br />
felt by your cus<strong>to</strong>mers. It is far more endur<strong>in</strong>g than any<br />
s<strong>in</strong>gle campaign message or even a bus<strong>in</strong>ess plan for a<br />
year.<br />
Kenja’s purpose is <strong>to</strong> Revolutionize the way that mid <strong>to</strong><br />
large companies collaborate <strong>to</strong> get work done through<br />
software. In the beg<strong>in</strong>n<strong>in</strong>g it was difficult s<strong>in</strong>ce larger<br />
companies tend <strong>to</strong> buy from other larger companies but<br />
we have now achieved someth<strong>in</strong>g not easily copied.<br />
After 7 years <strong>in</strong> Bus<strong>in</strong>ess, we now have larger<br />
organizations like Mitsui and Company, Randstad, and<br />
JICA (the Japanese Peace Corp) and many mid sized<br />
companies us<strong>in</strong>g us. If we had started with consumers<br />
and small companies only, then the functionality,<br />
security, and ease <strong>to</strong> use (for older employees as well)<br />
would be far different.<br />
Start<strong>in</strong>g with Purpose is not always the easy or obvious<br />
choice. <strong>The</strong>re are many obstacles <strong>in</strong> the way and it is <strong>to</strong>o<br />
easy just <strong>to</strong> focus on Profit or KPIs of the company.<br />
However, a focus on Purpose will au<strong>to</strong>matically keep<br />
Employee Engagement, Strategy, and your Brand<strong>in</strong>g on<br />
track.<br />
If you are clear on your Purpose, then the Brand is not a<br />
just a slogan on a TV Commercial. It is lived by<br />
employees, reflected <strong>in</strong> your products and services, and<br />
| April <strong>2019</strong><br />
|59
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