Purpose minded not process minded

Be purpose minded not process minded. That statement will help you immensely.

I work with companies sometimes that are focused on the process. Which isn’t horrible unless you focus only on the process. How do we find customers and get them to do something? What constraints can we eliminate to be more productive? These are all decent questions but they are not the root of the problem. Organizations fall into short term thinking that could lead to trouble when they only work at the mechanics. David, what does this have to do with marketing? Everything. Purpose minded companies have great marketing strategies.

Last week I spoke with Clay Moseley at Blue Sky Factory. They are an email service provider that has a great product and Clay was showing me some of their new features. BSF is a company that is purpose driven. Their purpose is to help organizations succeed by providing the best email services and products for their clients. The purpose is their focus. Their purpose has produced amazing customer service, smart and passionate ambassadors like DJ Waldow, Chris Penn, and Greg Cangialosi, and innovative products like SocialSync.

Process mind organizations get caught up in X’s and O’s and become disconnected from the intangibles (like relationships and a good story ) that make businesses grow and build community. I worked at a golf retail store one time that fell into this. We started out providing great value to our customers because our purpose was to provide the right equipment to help golfers play better. Clients used to drive across town because they knew the support they would receive from us would be in their best interest. Then one day the management lost its focus. They began trying to achieve their goals by cutting corners and selling specific products with higher margins instead of meeting customer needs. They became process minded. They went out of business.

Purpose minded is long term. Process minded is short term.

Purpose minded enhances every other part of your business. Process minded stifles the greatness of your business.

I encourage you to look at yourself (since we can apply this to our own lives) and your business. Changing a mindset is usually the answer to increasing leads, sales, customer loyalty, etc.

What is your purpose?

http://davidhorne.me David Horne

DJ, Great point of clarification. Thank you. No doubt BSF is about the service to its customers and empowering them to be better.
http://blog.blueskyfactory.com DJ Waldow

David – Thanks so much for your kind words. We appreciate you taking the time to dedicate an entire post around BSF!

One clarification. You wrote, “Their purpose is to help organizations succeed by providing the best email services and products for their clients.”

I’d actually say our “Purpose” is “to help you become a better marketer through email marketing.” To us, it’s less about the product and more about the service around it. So many email service providers have similar features and functionality; few truly want to make their clients better marketers.

Thanks again!

DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
http://davidhorne.me David Horne

Your welcome Greg. I appreciate the work you guys are doing.
http://www.blueskyfactory.com Greg Cangialosi

David -

Thanks so much for the kind words about Blue Sky Factory! I really appreciate the post and the insight, and your observation of BSF as a purpose driven company!

All the best,

Greg Cangialosi
@blueskyfactory
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http://www.jeffdolan.com Jeff Dolan

I think the reason people miss this is because it’s harder work. Owners may have a wrong purpose for starting the company in the first place, or one that is not in line with what they present it is. Customers can usually sense this. Good insight.