Purpose without action is incomplete. Impact is how purpose is translated into tangible actions. Danone, one of the largest food brands in the world, aligns its purpose with its impact – in this episode, we talk about how it does that. 

You will learn: 

1. Why every company needs 2 purposes 
2. How to turn your purpose into impact
3. Why do stakeholder mapping

You will hear from: 

• Fabrizio Gavelli, Managing Director at Danone
• Bénédicte Peillon, Evolution Guide & International Catalyst at Nativa 

3 Key Takeaways 

1. Every brand has to find its own activism, and in doing so it has to find a way of being attractive to the audience it targets. 
2. Motivated team members who buy into the purposeful philosophy of your brand is key to generating tangible impact. Motivated people activate purpose into impact. Motivated people have unlimited resources. 
3. It’s tunnel-visioned to think of the impact of your business as a stand-alone entity, you must think of your business as part of an ecosystem and map the impact you can create in partnership with all the stakeholders in your ecosystems. 

What we discussed: 

(00:00) Syncing purpose and impact  

(02:01) Purposeful bylaws REJECTED by the chamber of commerce 

(03:29) Is healthy eating environmentally friendly? OR Has Danone always been purposeful? OR How Danone became a purposeful company

(05:59) Social purpose vs. financial purpose OR How purpose generates creativity OR Why purposeful companies are more creative OR Are purposeful companies more creative?

(07:27) Models for measuring impact 

(09:24) Example of an impact business model 

(11:44) Stakeholder mapping to maximize impact

(14:34) Making work more exciting 

(17:24) Be Do: how purpose and impact merge 

Memorable moments:

(04:11) “in this planet we are actually lucky because what is healthy for the person is also healthy for the planet”  

(18:25) “Regeneration means creating more social, economic, and environmental value, than what you need to operate your business.”

Links

• Prefer to read instead of listen? Check out our blog post on the lessons we’ve learned from this episode.
• The Dual-Purpose Playbook by the Harvard Business Review
• Actimel
• Alpro
  Connect with Fabrizio Gavelli
  Connect with Bénédicte Peillon