What is particularly striking about the EVF is that it is underpinned by both deep academic rigour and by extensive real world experience. The result is a philosophy which promotes the sort of new thinking that is necessary to effect change of the nature and scale that we as individuals, businesses and society need. At the same time, it is translated into a practical tool, supported by current examples, which applies the robust theory as something capable of being put into practice now.
Dr Victoria Hurth is the originator of the EVF and, with co-creator Carole Bond of GameShift, led us through its essential elements and their potential relevance to the businesses and organisations in the room. A critical aspect of EVF is to embrace the integral nature of purpose and marketing for businesses, so that they are mutually reinforcing and neither is regarded as a peripheral and isolated activity. It is from this that the value of the framework flows.
At the heart of EVF is the meta-purpose for business of delivering long term wellbeing for all (in other words sustainability). In terms of how to achieve that, Victoria identified a shift from previous marketing approaches of make-and-sell (classical economics) and sense-and-respond (neoclassical economics) to the emerging model of guide-and-co-create (ecological, purpose-driven economics). The session was particularly informative in terms of helping us to understand where we are now and in presenting a road map to help move towards evolved value.
This map involves six principles based around people, perspective and process and Carole provided helpful examples of what they look like in practice, in the form of what might have seemed, in traditional marketing terms, counter-intuitive campaigns by the likes of Patagonia, Unilever, Kingfisher and Bord na Mona. These examples demonstrate purpose being integrated into marketing, and marketing and its relationships with both the customers of a business and its purpose acting as the compass of a business.
The EVF is now being used, adapted and refined within different types of organisations. If you would like to access EVF resources for your own use, then you can join the LinkedIn group here. From here you can also make contact with Victoria or Carole if you would like to talk more or need help implementing the EVF.
BWB and GameShift will announce the subject of the next Purposeful Business Conversation shortly. If you have not been part of the Conversations to date and would like to be, please contact David Hunter at [email protected].
All content on this page is correct as of March 26, 2019.