The Future We Create The Silver Linings in COVID-19

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There are some people that make their
work just another thing they have to do,

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and there are those that make their
work something that they want to do.

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Welcome to Working on Purpose with your
host Elise Cortes. In our program,

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we provide guidance and inspiration from those
people who have found deeper meaning and

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personal connection to their work life.
It's beyond nine to five. It's working

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on Purpose. Now Here is your
host, Elise Cortes. Welcome back to

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the Working on Purpose Show. Thank
you for tuning in again this week.

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I'm your host, Doctor Release Cortez. Joiny. You live from Dallas,

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Texas, which is home base for
me. If you've been tuning in for

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a while, you know this program
is an inspirational thought leadership platform that advances

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the conversation on living and working with
passion, inspiration, and purpose. I'm

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committed to helping create a world where
business and capitalism are a force for good,

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constantly working to address them. One
number of problems society faces serving all

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stakeholders, certainly it's employees among them. The Gallop Organization reports that eighty five

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percent of the global workforce does not
want to go to work on Monday or

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whenever. The ship starts. Let's
change that together and instead make work in

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an a riching part of life that
dignites, passionate, and expresses meaningful contribution

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through inspired leadership that elevates business.
Each week in these conversations, I hope

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you walk away with something that changes
the way you think or that you can

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immediately put to use. Much of
the content we discuss on this program is

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a reflection of the work I do. So as you listen, if you

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catch a glimpse of anything I can
do to help, go to my website

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at leastcoretes dot com and use the
contact me feature to message me. Let's

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talk about what's going on for you
and how I might be able to help,

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whether it's consulting on visioneering for a
greater purpose among your stakeholders, the

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vitally inspired Leadership program, the online
catch fire, learning your communities, or

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speaking for your company or conference at
inter rate. I'm glad we're connected.

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Thanks for listening and onto this week's
program with us today is JP Lequeur,

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the founder and chief connector at Brand
Foundations, a firm that helps companies clim

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verify their higher purpose articulated in their
brand and activated in their culture. He's

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the chair of the New York City
chapter of the Conscious Capitalism Movement. We'll

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be talking today about living in today's
times with the coronavirus and the silver lining

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we think comes with it, and
how the work he does at Brand Foundations

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can help steward the future development of
companies going forward. You joined us today

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from New York City, JP.
Welcome to Working on Purpose. Thanks all,

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it's great to be here, so
fun, it's so great. You

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know you are a perfect person to
be sharing with the listeners with today,

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So thank you for taking time for
us. Oh, you're welcome. Thanks

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for having me. Well, one
of my favorite ways to open the show,

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Patrick, because listeners who've been tuning
in for a while know that I'm

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an identity and a meaning researcher.
So let's start by presencing for our listeners

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just the soup of who you are. There's a lot that makes you.

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So if you were to try to
help someone that you just met at,

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say, at a conference or whatever, who is JP Licur, what would

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you say? Interesting? Well,
first, I guess I break down this

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way. I consider myself to be
a family man first and foremost, husband

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and father to two great kids.
That's probably the most important thing in my

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life, and even as it comes
to work. I sort of organized my

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professional life about fifteen twenty years ago
around that I chose to kind of leave

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the corporate world to work on my
own, to be able to do it

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from home, largely so that I
could spend more time with my family.

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I made that decision really early on, and it was driven in large part

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because I saw my father spend a
long career in the corporate world very happy,

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was great, it was always had
time with his family. But ultimately

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I didn't want to follow that path. I wanted to do something that gave

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me more freedom to be at home, and so I think I would call

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I would sort of reference that.
First. Second, I guess I would

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identify myself as a skier and a
biker, because those are two of my

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biggest passions is to get out of
the ski into into bike, and I

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do that a lot with my family
and document a lot of that online.

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And then third, I guess I
would consider myself a brand guy, a

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brand and culture guy, and that's
kind of my professional you know, the

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piece of my business and I have
since you know, purpose is at the

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heart of what you do. My
my own personal purpose statement is to create

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understanding together. And I came at
that after a long period of coaching,

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and the idea is that everything I
tend to do in my life, whether

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that is, you know, working
with a client to help them understand the

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story of their brand and culture and
embrace that, or whether I am hosting

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a conscious capitalism event creating space for
a thoughtful conversation, or I'm videoing myself

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and my family skiing and biking and
sharing that online. It's always some kind

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of shared, collaborative, creative exercise
that helps people to either understand me,

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or understand each other, or understand
the world a little bit better. So

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that's kind of how I create understanding
together. I guess it would be my

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motto. What a beautiful contribution to
the world, JP. It's just really

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great to know you and be connected
to you, and as you know,

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we share many many things. Yes, so now listeners know something about him.

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So now let's get into what's going
on in the world, JP.

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So let's talk about the coronavirus pandemic. So you're in New York, I'm

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in Dallas. How is it shown
up for you and your world? So

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you know, it's strange. I've
been working from home remotely, and i

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live about an hour north of New
York City, so I'm not in the

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Manhattan but certainly close enough to be
aware of the impact that it's having.

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But I've been working from home for
a long time, so it's very odd.

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It's almost like, other than very
little traffic here, my life hasn't

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changed that much. And my kids
are home from school. Obviously my daughter

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had to come back from college,
but they're all safe and healthy. My

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wife works from home as well.
We have our life on a day to

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day basis feels strangely the same.
And yet, you know, just through

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the news and seeing what's on social
media, we know, you know,

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forty miles fifty miles south of us, things are pretty scary, and so

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it's just a very odd feeling.
You know. Obviously, business has changed,

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it's a little slower, conversations are
a little different that we're having now,

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But but from a day and day
outstandpoint, it feels oddly similar,

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just because I'm so used to working
from home. Obviously less travel as well,

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but yeah, from my end,
very similar though, although now I'm

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starting to get more and more news
as to you know, the cascades of

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layoffs, et cetera, and people
losing their jobs, and you know just

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what it's taking from people to be
able to respond to a whole new quote

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normal which is not going anywhere,
and you know, really changing their their

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whole way of interacting with the world. And you know, a big reason

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that I wanted to have you on
the show in the first place is one

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You're a conscious capitalism guy, and
I am too, and already I just

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believe in that, and I know
that's we're going to talk later about how

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that is a way forward. But
I also really appreciate the perspective that you

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bring about the silver linings related to
COVID nineteen, which is where I wanted

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to focus a lot of the conversation
on today, because I think that the

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world desperately needs some hope right about
now, JP, and they need to

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be able to see what's possible on
the other side. So what I wanted

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to do was really get you to
delve into a little bit more of the

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presentation you gave last week to World
Retail Innovation Week about the silver linings of

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COVID nineteen. So what I'd like
to do is just talk through some of

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the key points that you made in
that presentation, and let's start by talking

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about even what you went through.
You struggled to prepare for what to say.

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I mean, you knew you'd be
talking about sustainability and conscious capitalism.

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That was easy enough to situate,
but adding in the pandemic was something else.

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So tell us how you prepared and
went through the process to talk about

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that. Right, Well, like
everybody, I've been reading a lot,

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worrying a lot, probably you know, following too much news or not enough.

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I don't know how you want to
look at it, but yes that

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you know, it's one thing to
talk about conscious capitalism, one thing to

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talk about, uh, you know, even sustainability, which is what the

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point of that theme of that day
of the conference was about. And this

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was a virtual conference, it was
all done online. But how I was

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going to work, uh do that
within the context of the of the epidemic

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was was a challenge and I ultimately
what I ended up doing it was going

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back to my purpose, right,
this notion of creating understanding together. And

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so I began to reflect back on
the last month or so, because this

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presentation was just on Friday, so
it's very fresh, and you know,

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this has been going on. I've
been pretty much home for a month or

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so without travel, and I've been
watching this develop like everybody else, and

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had a lot of conversations with friends
and family and co workers. And what

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I started to notice was patterns and
how people were sort of processing all of

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this right. And I saw a
little bit of a storyline emerging that I

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thought would help to provide some context
to the events and some understanding ultimately right.

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And I did see within that some
silver linings and how we are changing

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and response to this, and how
the world's changing. And I realized that

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those changes, while early, mapped
pretty well to the movement of conscious capitalism.

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And what I ultimately came up with
was what I felt were the silver

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linings that might actually accelerate the adoption
of the movement. It's been around for

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a while, but I thought that
this pandemic and our response to it might

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might ultimately make people embrace that movement
and some of the ideals behind it more

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quickly. So I'm absolutely in agreement
with that JP. And for me,

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as it was really registering that this
was truly a pandemic, what I really

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got present to is Wow, this
is a forced, hard reboot of the

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world, and that I think that
from my vantage point, I think it's

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undeniable that we can pretty much recognize
that we are no longer a planet full

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of a bunch of nations. We
are one group of people united under one

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planet, and that we need to
work together. Right. I think you

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finally figured that out now, So
I know one of the points that you

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made in your presentation, which I
was completely behind. Then you and I

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talked a little bit about this,
but you talk about how Mother Nature is

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trying to give us a wake up
call and has been for a while,

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so see your perspective on that.
So yeah, I mean the first thing

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that I guess I would consider to
be a silver lining is that, you

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know, Mother Nature has been sending
us It seems like there's been a series

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of slow moving disasters, right.
You have greater and greater wildfires, you

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know, like we saw last summer
in Australia that there is through our winter.

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You know, bigger storms, high
you know, glaciers melting. Right,

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all of these things have been going
on. Hot you know, five

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hundred year floods in some areas and
ten year droughts and others, and these

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all seem like they're they it's been
mother Nature kind of politely sending us these

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wake up you know, pay attention. Here t happening us on the shoulder,

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and we're not paying you know,
we haven't been paying attention. We

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continue to go about driving our SUVs. Uh, you know, we continuing

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to run sweatshops and big factories and
pull resources out of the ground and create

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more products to put on the shelves
to keep consumers happy. Right, it's

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just this, We're going about living
our lives and and it's you know,

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and we haven't been paying attention.
And so to some degree, this pandemic

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is a little bit of that wake
up call. It is that one thing

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that hits us all at once,
all at the same time. Because when

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you think about it, those storms, those rising seas, those droughts,

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those wildfires, they don't hit everybody
at the same time in the same way.

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Whereas this is a global event,
is a true mask global event that

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almost nobody, nobody can escape,
nobody can ignore it. We're all affected

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by it. And so you know, it is her way almost of And

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I heard a lot of people say
this is maybe this is Mother Nature's way

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of getting our attention all at once
and realizing, you know that we need

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to change things. I tend to
think it is. I tend to think

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it's Hey, dummies, come on, I've been saying, been very polite

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and nice about this. I'm losing
my patience here. And to that end,

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JP, we have a couple of
people weighing in on the online chat

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line, and I think we'll be
able to address these questions, but just

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to say them for you, we
have Kelly asking what do you think is

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going to come up? The pandemic? You and I are going to address

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that as this conversation unfold, So
Kelly just keep listening. We'll get to

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it. Jake is asking do you
think we are at fault in this situation?

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I'll let you chime in on that. I think we're certainly contributing heavily

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to it. And then Pam is
saying, do you feel there is a

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local reference in all of this?
So why don't we just keep chatting?

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And because we've got a lot we
wanted to cover in your presentation, and

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I think a lot of all of
those questions will probably be at least somewhat

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addressed. Maybe not the last one, I'm not sure. But so the

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next thing that you talked about was
short term versus long term pain. Yeah,

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So when you think about how we
act as human beings, we we

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we're terrible. We're almost genetically wired
to pay attention to the to the short

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term gain rather than the long term
you know, preparing. It's just you

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know, kind of who we how
we survived right early on, It's it's

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part of our reptilian brain. And
so you know, we're really not good

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at paying attention to those long term
signals and making and taking the short term

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pain to avoid the longer term,
even greater pain. So I do see

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us as a little bit not listening
to these warning signs that we've gotten from

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mother nature. We're kind of like
the frog in you know, in the

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water that's slowly being turned up,
and we just you know, don't take

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we don't take action because we're not
wired to do that. And so that's

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where I think it's interesting that this
pandemic comes along when it does, because

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it maybe that is what gets us, you know, gets our attention,

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right, It snaps us out of
that and because otherwise we're basically, you

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know, continuing just down the path
that we're going down. And I just

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think that's part of who we are
as human beings. So, you know,

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are we at fault? You know, maybe to tie this back to

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that, to that listener's question,
you know, sure, you know we

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all share the blame for the world
being the way it is, or we

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had fault for this pandemic. You
know, we didn't create it. I

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don't think. I think this happened
naturally. But you know, nature is

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a system that balances itself, and
it's a very delicate, interwoven system,

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but it does balance itself. And
who's to say whether or you know,

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our overpopulation, over consumption resources that
on some grand level, you know,

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nature just senses this. These people, you know, seven billion of us

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or eight billion of us are are
our threat to it, and and you

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know, things happen the way they
happen. To take you to address that,

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I don't know, but I do
think that to be a part of

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part of what we are as humans
is we have a hard time planning for

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those long term things, which is
why we haven't dealt with, you know,

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ecological issues. We haven't dealt with
the economic issues right, the longer

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term things you just can't continue to
have, you know, the resource consumption

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and the wealth inequality that we have. But we're just not wired to deal

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with those things that well. And
yet of course you and I both exist

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to help empower people to be able
to do those things right, which is

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again right. So I want a
presence for our listeners that this is a

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conversation of possibility, and so that's
really what we want to talk about.

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And on that note, let's grab
our first break. I'm at Last Cortez,

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your host with Not on the Earth. JP LeCour the founder and chief

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connector at Brand Foundations, a firm
that helps companies clarify their higher purpose,

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articulated in their brand and activated in
their culture. He's the chair of the

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New York chapter of Conscious Capitalism Movement. You joined it today from the New

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York City area. We've been talking
a bit about the coronavirus. After the

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break, we're going to talk more
about a way forward. Stay with us,

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we'll be right back. Alice Cortes
is a speaker and engagement and development

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catalyst. She designs and delivers professional
development, leadership and engagement workshops and can

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bring her expertise to your organization.
She will help ignite meaningful development within your

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workforce that will increase employee engagement,
performance and retention. Learn more or to

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invite Elise to speak to your organization, please visit her at www dot Elisecortes

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dot com. She would welcome the
opportunity to help get your employees working on

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purpose. This is working on Purpose
with Elise Cortes. To reach our program

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today, send an email to a
lease Alise at Aleasecortes dot com. Now

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back to working on purpose. Thanks
for staying with us, and welcome back

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to working on purpose if you're just
joining us. My guest is LP LaCour,

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the founder and chief connector at Brandfoundou
Foundations, a firm that helps companies

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clarify their higher purpose, articulated in
their brand, and activate in their culture.

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He's the chair of the New York
City chapter of the Conscious Capitalism Movement.

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In his various roles over the last
twenty years, JP has been honing

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his skills as a creative wordsmith,
passionate story teller, and student of human

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communications, branding and corporate culture.
I'm your host at Last Fortes, So

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JP. Before we get into some
of the things that you talked about in

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your presentation about new ways that we
live and work. I think it's very

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useful that we presence some of the
more again of that silver lining. So

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you've got to part your presentation when
you talk about I love it, I

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love this, I love the whole
idea. A funny thing happened along the

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way to the apocalypse, So say
more about the points you made there.

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So yeah, I think despite the
grim news and what we're seeing with the

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pandemic, we're also seeing some positive
changes in how both the planet and humans

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are responding to it. So the
first has obviously been everybody has read about

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less pollution. You know, the
water and the canals of Venice running clear,

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you know, and as I mentioned
before the break, you know,

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nature is a self balancing system.
So clearly those things are happening very quickly.

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Now they're not going to last.
Right, as soon as this passes

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and traffic starts in factory start,
many of those things will will go back.

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But what is really positive is that
we as humanity have been able to

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see in pretty dramatic fashion how our
activity has changed the planet and how when

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we come to a screeching halt,
you know what that you know, and

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that impact goes away. How much
how beautiful the planet really is, and

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so the planet's changing, we're noticing
it and appreciating it, and we're also

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appreciating each other in nature more.
I see even here in the New York

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area a tremendous number of people outdoors
trying to get you know, leave themselves

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from the quarantine, and they are
heading to the parks, and they're heading

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to the dirt roads around the reservoirs, and they're heading to the recreation path

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to some degree to the point where
police have to shut them down or limit

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the number of people because they got
to enforce social distancing. But clearly we're

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appreciating nature even more. And then
you shut those parks down, we have

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to stay inside more and we appreciate
it even more. So it's just this

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sort of virtuous loop of seeing nature
hell itself, seeing how beautiful the planet

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is, and appreciating it more,
as well as our art with each other.

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Right we're all stuck at home now
with our families, and we're rediscovering

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ways to connect with each other,
to have good family conversations, to break

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out board games, to get off
our devices and talk and really connect,

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and I think that's a positive development. In addition, that's making us appreciate

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the little things in life, like
toilet paper. I joked about the presentation,

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right and all. But also,
you know, less fear of missing

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out right my teenage children, and
there's a little bit less of like,

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oh, I'm not out you know, because everybody's missing out right, we're

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all on the same boat. Uh, And people appreciating what they have a

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little bit more and some gratitude.
There's certainly still a lot of fear,

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a lot left that people are afraid
of losing, and some people are gonna

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be, you know, economically devastated
already. But even then, there's space

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to appreciate the little things that we
do have. Usually it's a health right

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for those who have who still have
it or haven't lost a loved one,

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that's an important thing and I see
a lot of people expressing that. I

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also see us using the technology in
new ways. Uh. You know,

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everybody's on a zoom call now and
it's amazing how much we can get done.

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A lot of clients that I have
are in the IT space and they're

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doing well. There are certainly businesses
that are not. But how much harder

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would this be if we didn't have
that some of this technology, And it's

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holding up pretty well, amazingly well
when you consider the load that's being put

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on it. So those are some
of the silver linings that I saw coming

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out of this, and and ultimately
I think they they're for the purposes of

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conscious capitalism. They they herald a
change in mindset that may accelerate the movement.

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And that was sort of the point
of of of seeing those those silver

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linings. Well, I'll just add
two things to that. JP beautifully said

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in terms of the of the living
changes. Just in my little world,

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we don't like you, we can't
go out to the parks, and especially

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during the full hours. But when
I run in the early morning and there's

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like a handful of people at the
whole entire nine mile lake, what I

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noticed is that when I go by, of course, I give a very

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wide berth of way past six six
feet and I say, you know,

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good morning. The response back is
that just like you know, giddy,

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good morning, like you know the
connection people are hungry and like really now

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appreciate whereas they might not responded at
all, you know, last week or

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a few weeks before, and then
on the workfront, I am What I'm

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really excited about too as a silver
lining is people will absolutely have to change

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what they're doing, whether they come
back to the same company, if they've

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been furloughed or laid off. So
what does that look like as a new

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possibility. In some cases, it's
a catalyst for people to actually change and

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go into what they've been wanting to
do for years and haven't been doing.

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So I'm looking at it from that
vantage point of possibility too, that this

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is a reboot for people, you
know, to do what they want to

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do professionally and get a chance to
really go into a brand new space.

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And yes, it's going to take
courage, probably going to need a coach,

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We're going to need some help,
but it's a brand new world.

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Yeah, you get retrained. So
I also want to be able to presence

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that possibility for our listeners too.
Absolutely. So you already opened this in

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the beginning here, but if you
could say a bit more about what you

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say about this pandemic and the silver
lining related to it being a lens for

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the decision of where we go from
here. So Kelly wants to know what's

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going to come of this, so
help us see it from conscious capitalism.

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So yeah, so conscious capitalism sort
of posits that, first of all,

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capitalism is the those of us who
have been leading the movement believe that it

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is the greatest force for organizing and
advancing humanity, and it has improved the

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lives of billions of people and pulled
billions of people out of poverty. However,

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it's also done so ats some cost
resource consumption in wealth, inequality,

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obviously environmental impact, right, we
recognize that, and so, but we

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also live in a period of time
where tackling these big challenges that humanity faces,

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capitalism is going to need to be
a part of the solution, because

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especially free market capitalism, because we
are also living in a period of time

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when we don't there's declining trust in
institutions, whether that's a government, media,

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higher education. Right, we have
been living through in the last certainly

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ten years or so, a period
of severe decline in those institutions. So

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they'll have to be part of the
solution as well, but so will capitalism.

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And so the conscious capitalism movement suggests
that in order to do that,

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the capitalist system is going to need
to evolve, and it involves in four

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ways, by having every organization having
a higher purpose beyond just making the profit.

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By having a conscious culture that serves
the wei and not just the me

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and takes care you know, it
serves that greater purpose. Just leadership structure

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almost a servant leadership mentality, and
then also a multi stakeholder perspective. And

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so in each of those areas,
we can see some things happening in companies

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that seem to show that we're accelerating
the adoption of these ideas. So when

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it comes to purpose, you know, companies like LVMH converting over factories that

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produce perfume to doing things like hand
sanitizer because their purpose is to celebrate life

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and to be innovative and creative.
Those are some of their values. Well

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that's the way they can honor that
greater purpose. Or a client of Mind

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Data Bank, which is a data
center company whose purpose is to reduce or

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remove the worry from managing mission critical
IT systems. They because clients can't necessarily

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get to the data center, now
they're able to provide their staff is providing

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the remote hands to be on site
so you don't have to worry about that.

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So you see compans sort of embracing
purpose. And we're also seeing it

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in individuals, right, healthcare workers
who continue to show up every day despite

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the protective gear. They're not doing
that for the paycheck. They're doing it

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because they believe in a higher purpose. So culturally, globally, individually,

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you know, in companies, we
see people embracing purpose. I think that's

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a good sign of advancing the movement. When it comes to servant leadership,

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we're seeing great examples of leaders,
whether that's Mario Cuomo or doctor Fauci or

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even J. Powell. The fact
people are speaking very plainly and directly to

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the American public and leveling with them
and appealing to our better angels, and

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you know, that instills a new
sense of, I think, what it

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means to be a good leader.
And not only in these individuals that we

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see, but hopefully in the institutions
right that we have started to mistrust.

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And now all of a sudden we
realize, wow, how important government is

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and scientific experts and getting the straight
story on these things. So hopefully this

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is an opportunity for us to rekindle
an appreciation for leaders and for what it

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means to be a leader and for
the leading role that some of these institutions

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can play. And when it comes
to culture, you know, I see

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companies that are you know, instituting
things like across the board pay cuts or

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reducing the executive's salaries so that they
can continue to pay employees and keep them

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on board. And you see companies
that have really strong culture will survive this

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because their their culture is like an
immune system, right, it'll help them

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come out of this this even stronger
in the future. And even individuals at

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home, like my wife, who
are part of online groups that are sewing

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masks for healthcare workers, like,
culturally, we're actually getting behind this idea

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of something you know, working,
sacrificing for the greater good. And so

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even in the last tenant of a
multi stakeholder perspective, that we see organizations

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who are thinking about the all of
their stakeholders, not just the investor.

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And that's really the probably the most
challenging tenant of conscious capitalism is that you

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have to make your decisions with all
stakeholders in mind, not only your investors,

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but employees and families and the public
and the environment, and your partners

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and you know, that has been
long since nineteen seventy when Milton Friedman said

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corporations didn't need to honor any stakeholder
other than an investor. That has led

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to a you know, hollowing out
of the middle class and huge wealth disparity.

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And it wasn't until last summer that
the Business Roundtable, the lobbying group

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of America's largest corporations, kind of
turns back on that mentality which has ruled

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for fifty years and said, you
know, corporations need to have a multi

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stakeholder perspective, they need to have
a higher purpose. So these are all,

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you know, signs I think of
companies as a result of this pandemic

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embracing some of these principles and accelerating
the movement overall. A beautiful that JP

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just beautifully said. And listeners,
I hope you're starting to recognize just more

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of why the conscious capitalism movement is
so important too, JP and I and

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maybe you can check further into it, but I think you've elucidated it beautifully,

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JP. And what I would add
to that is in terms of my

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perspective and the work that I do
helping organizations to develop purpose inspired leaders and

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00:29:18.400 --> 00:29:23.079
meeting infuse cultures. The reason I
do that work is because what it does

409
00:29:23.240 --> 00:29:27.440
is it forces a higher gaze and
pulls us into our higher states of being

410
00:29:29.200 --> 00:29:33.119
rather than just functioning as people that
are doing business to make money. We

411
00:29:33.160 --> 00:29:36.400
have the ability to tap into our
purpose, our meaning, our passion,

412
00:29:36.400 --> 00:29:40.759
and those pull us higher. And
so when I look at the COVID nineteen

413
00:29:40.799 --> 00:29:45.880
pandemic, what I see is an
enormous, huge problem that's calling forth all

414
00:29:45.920 --> 00:29:49.000
of our best possible response as of
humanity, all of our talents, all

415
00:29:49.039 --> 00:29:53.720
of our collaboration, all of our
cooperation and ingenuity as you talk about.

416
00:29:55.000 --> 00:29:56.880
And so to me, this is
the way to really pull us up.

417
00:29:56.920 --> 00:30:02.240
Back to what you're saying about our
silver lining is the way we choose to

418
00:30:02.319 --> 00:30:07.160
respond to this gives us the opportunity
to really be pulled up as a as

419
00:30:07.559 --> 00:30:11.839
a species. And that's what I
want to stand in for the way forward

420
00:30:11.880 --> 00:30:18.519
here, Amen, right, speaking
of praying, that's what we're going with.

421
00:30:18.920 --> 00:30:21.559
All right, Well, let's grab
our last break and then we'll get

422
00:30:21.599 --> 00:30:25.480
into some of the things that you're
doing jp to address the way forward.

423
00:30:26.039 --> 00:30:29.240
I'm Alice Cortez, your host.
We've been on the yeir with JP Laqueur,

424
00:30:29.440 --> 00:30:33.759
the founder and chief connector at Brand
Foundations, a firm that helps companies

425
00:30:33.799 --> 00:30:37.079
clarify their higher purpose articulated in our
brand and activated in our culture. He's

426
00:30:37.119 --> 00:30:41.279
the chair of the New York City
chapter of the Conscious Capitalism Movement. He

427
00:30:41.359 --> 00:30:42.960
joins his to day from New York
City after the break. As I said,

428
00:30:42.960 --> 00:30:45.440
we're going to talk about some of
the ways that he can help steward

429
00:30:45.519 --> 00:31:10.519
our shared desired future. Stay with
us, We'll be right back. Alise

430
00:31:10.599 --> 00:31:15.039
Cortes is a speaker and engagement and
development catalyst. She designs and delivers professional

431
00:31:15.039 --> 00:31:21.200
development, leadership and engagement workshops and
can bring her expertise to your organization.

432
00:31:21.480 --> 00:31:26.519
She will help ignite meaningful development within
your workforce that will increase employee engagement,

433
00:31:26.599 --> 00:31:30.799
performance and retention. To learn more
or to invite Elise to speak to your

434
00:31:30.920 --> 00:31:36.759
organization, please visit her at www
dot Elisecortes dot com. She would welcome

435
00:31:36.799 --> 00:31:47.880
the opportunity to help get your employees
working on purpose. This is working on

436
00:31:47.960 --> 00:31:52.680
Purpose with Elise Cortes. To reach
our program today, send an email to

437
00:31:52.759 --> 00:32:00.000
a lease Alise at Alisecortes dot com. Now back to working on Purpose.

438
00:32:00.039 --> 00:32:07.559
Yes, thanks for staying with us, and welcome back to working on Purpose

439
00:32:07.720 --> 00:32:12.160
if you're just tuning in. My
guest is JP LeCour, the founder and

440
00:32:12.240 --> 00:32:15.480
chief connector at Brand Foundations, a
firm that helps companies clarify their higher purpose,

441
00:32:15.759 --> 00:32:20.240
articulated in their brand and activated in
their culture. He's the chair of

442
00:32:20.240 --> 00:32:22.839
the New York City chapter of the
Conscious Capitalism Movement, and his various roles.

443
00:32:22.880 --> 00:32:25.640
Over the last twenty years, JP
has been honing his skills as a

444
00:32:25.640 --> 00:32:30.079
creative wordsmith, passionate storyteller, and
student of human communications, branding, and

445
00:32:30.119 --> 00:32:35.200
corporate culture. I'm your host,
doctor le sortees. So for this last

446
00:32:35.240 --> 00:32:37.920
segment, Jp, what I wanted
to get into is I think we have

447
00:32:37.000 --> 00:32:42.559
adequately presenced the opportunity here and some
of the problems that have come along as

448
00:32:42.599 --> 00:32:45.599
we've come to realize just what we're
dealing with now. I want to be

449
00:32:45.640 --> 00:32:49.960
able to give our listeners some hope
about really what this looks like going forward.

450
00:32:49.960 --> 00:32:52.839
So I thought talking about the way
you do your work could be a

451
00:32:52.839 --> 00:32:57.480
way to kind of presence that.
So right, So going forward, you

452
00:32:57.519 --> 00:33:00.200
and I both have been talking about
will need to help companies launch and rearmed

453
00:33:00.240 --> 00:33:05.759
themselves into this new future. So
I want to talk about your unique proach

454
00:33:05.839 --> 00:33:09.119
approach at brand foundations to do that. So how do you want to start

455
00:33:09.119 --> 00:33:13.720
with helping us understand what you do? Sure? So you know, at

456
00:33:13.720 --> 00:33:16.839
heart we we help companies are going
through a big transition period usually merger,

457
00:33:16.880 --> 00:33:22.279
acquisition, or some change, to
re recast the story of who they are,

458
00:33:22.319 --> 00:33:27.480
both as a culture and as a
purpose, because we think that they're

459
00:33:27.559 --> 00:33:30.720
they're sort of opposite sides of the
same coin, and that ultimately you have

460
00:33:30.759 --> 00:33:36.000
to go to market with something that's
that's authentic, and that means you know,

461
00:33:36.039 --> 00:33:38.119
a brand and outward brand that's also
reflective of your internal culture and who

462
00:33:38.119 --> 00:33:45.880
you really are. Going forward,
I think that this whole notion of authenticity

463
00:33:45.000 --> 00:33:50.839
is going to be more important than
ever. And having a well defined purpose

464
00:33:52.000 --> 00:33:54.359
that's reflected in your culture and in
your communications is you know, one of

465
00:33:54.359 --> 00:33:58.960
the quickest ways to do that,
and too and to community, you know,

466
00:33:59.000 --> 00:34:02.559
to convey that authentic city. And
I think you know, in the

467
00:34:02.599 --> 00:34:07.240
wake of this pandemic, people's minds
will have changed a little bit about capitalism

468
00:34:07.319 --> 00:34:12.480
overall, and and maybe the importance
of profit, you know, versus a

469
00:34:12.480 --> 00:34:16.000
positive impact on society and purpose can
help with that as well. And so

470
00:34:16.039 --> 00:34:21.559
we've always we've always believed that the
brand and culture, you know, really

471
00:34:22.679 --> 00:34:25.239
go together, and in twenty eleven
sort of intentionally set out to change the

472
00:34:25.280 --> 00:34:30.039
practice from a very traditional marketing firm
to one that brought those two together.

473
00:34:30.360 --> 00:34:35.480
One of the tools that we've created
to help people sort of articulate that as

474
00:34:35.519 --> 00:34:38.239
a as a framework we call purpose, Way and Impact. And it basically

475
00:34:38.280 --> 00:34:43.400
started with a blog post that we
wrote back in twenty seventeen called the Mission,

476
00:34:43.599 --> 00:34:46.880
Vision and Values are Dead. And
it was literally a blog post we

477
00:34:46.960 --> 00:34:51.519
put up on LinkedIn and it went
viral. It was read about one hundred

478
00:34:51.519 --> 00:34:54.719
thousand times. And what we did
is we looked at the mission, vision

479
00:34:54.719 --> 00:35:01.039
and values framework as a one that
had sort of served its usefulness. You

480
00:35:01.079 --> 00:35:06.679
know, first appeared in business school
curriculums in the sixties and then has largely

481
00:35:06.719 --> 00:35:08.239
been tuned out by the modern generation, and it didn't have a lot of

482
00:35:08.239 --> 00:35:12.079
context. It's hard to know how
a mission relates to a vision. Everyone's

483
00:35:12.119 --> 00:35:15.159
got a different definition out of the
values tie into it. And so we

484
00:35:15.199 --> 00:35:16.480
created a model we call purpose,
Way and Impact, which is sort of

485
00:35:16.480 --> 00:35:20.880
three stages of a rocket, and
so it's easy to remember and tell a

486
00:35:20.920 --> 00:35:24.840
story about. And the first stage
is the purpose statement, and it's the

487
00:35:24.880 --> 00:35:28.239
first stage of the rocket. It's
you know, what's wrong with the world

488
00:35:28.239 --> 00:35:31.559
that I want to change? What
can I no longer stand for? I

489
00:35:31.719 --> 00:35:36.599
can't stand to exist and have to
change that. The next stage is the

490
00:35:36.639 --> 00:35:39.199
way statement, and it's going to
be the one or two ways you will

491
00:35:39.239 --> 00:35:43.599
go about pursuing that purpose that define
you and make you different, not all

492
00:35:43.639 --> 00:35:46.840
your core values, just one or
two that will you will be known for.

493
00:35:47.920 --> 00:35:51.159
This is a shorthand, right.
We're brand guys, so we're trying

494
00:35:51.159 --> 00:35:52.960
to take a brand lens and put
it to this mission, vision values thing

495
00:35:53.000 --> 00:35:57.320
and make it more memorable. And
then the third statement is there. The

496
00:35:57.320 --> 00:36:00.119
third stage of that rocket is the
impact statement, and it's unlike a vision

497
00:36:00.159 --> 00:36:04.880
statement, which tends to be very
inwardly focused. You know, companies will

498
00:36:04.880 --> 00:36:07.320
say we intend to be the best
company at you know, our vision is

499
00:36:07.320 --> 00:36:08.960
to be the best company at blah
blah blah blah, and it's usually about

500
00:36:09.000 --> 00:36:13.880
them. In this case, an
impact statement is sort of you get into

501
00:36:14.000 --> 00:36:15.599
orbit in that third stage of the
rocket, you look down the rest of

502
00:36:15.639 --> 00:36:21.480
the world. And if you have
achieved your purpose, you know how has

503
00:36:21.519 --> 00:36:24.400
it changed everybody else's life? And
so purpose weigh and impact these three simple

504
00:36:24.719 --> 00:36:30.119
statements. As an example in the
in the article we used Southwest Airlines.

505
00:36:30.159 --> 00:36:30.960
We sort of made it up.
We said, you know, their purpose

506
00:36:31.039 --> 00:36:34.880
was to democratize their travel. Right, you're now free to fly about the

507
00:36:34.880 --> 00:36:38.039
country. That's even their motto today. The way they go about doing that

508
00:36:38.559 --> 00:36:42.719
is something functional, which is low
cost. Right. They don't give you

509
00:36:42.719 --> 00:36:46.760
a bunch of peanuts and perks and
other crap. They they keep costs down

510
00:36:47.039 --> 00:36:51.480
and instead they do something very human, which is humor. Right, So

511
00:36:51.519 --> 00:36:54.760
something functional about the business and something
very human, and that's to use humor

512
00:36:54.880 --> 00:36:58.800
to laugh and just kind of get
through the hassle of travel. And that's

513
00:36:58.920 --> 00:37:00.599
that defines them. Right, they're
an airlines, so I guarantee you they

514
00:37:00.639 --> 00:37:05.559
have safety as a core value,
but it's not it's not what they're known

515
00:37:05.639 --> 00:37:07.239
for. What they're known for as
humor. And so you kind of elevate

516
00:37:07.280 --> 00:37:10.199
that in that statement. And then
their impact statement, Right, if everybody

517
00:37:10.199 --> 00:37:15.599
can travel, lives are enriched.
Families you know, grow experience, and

518
00:37:15.639 --> 00:37:19.039
you know it's more love, more
experience in the world whatever, it's something

519
00:37:19.199 --> 00:37:22.880
very aspirational, but if you can
achieve that purpose. So that's sort of

520
00:37:22.920 --> 00:37:25.039
a model that we've we've developed that
we think is really useful for people to

521
00:37:25.039 --> 00:37:30.920
take forward, especially in the week
of this pandemic. Yeah, so two

522
00:37:30.960 --> 00:37:34.840
things I want to comment on that
really quick JP. First, back on

523
00:37:34.880 --> 00:37:38.639
the Southwest Airlines example of you know, this is a company that is often

524
00:37:38.760 --> 00:37:45.159
recognized for it being you know,
consciously capitalistically run. The leadership is servant

525
00:37:45.159 --> 00:37:50.280
in nature. I would also call
it inspirational in nature. And for me,

526
00:37:51.199 --> 00:37:54.480
I do fly Southwest Airlines and I
also have the remarkable experience and this

527
00:37:54.599 --> 00:38:00.400
just shows so much about authenticity.
I was flying here from dallasdown to I

528
00:38:00.400 --> 00:38:05.119
think San Antonio one early morning.
I'm like the last person on the airplane

529
00:38:05.119 --> 00:38:07.719
and I hear all this commotion behind
me, and I'm like, what is

530
00:38:07.800 --> 00:38:10.440
going on? You know, is
there a problem with the airplane? Well,

531
00:38:10.480 --> 00:38:15.159
what's going on? Is herb Kella
Harris getting on the plane and he's

532
00:38:15.239 --> 00:38:17.199
causing this, you know, this
commotion. For those of you who don't

533
00:38:17.199 --> 00:38:20.679
know who the man is, he
was the CEO for years and I think

534
00:38:20.719 --> 00:38:23.159
the co founder and anyway, he
gets on the airplane and you know,

535
00:38:23.199 --> 00:38:27.920
the whole plane erupts, and then
as we take off in the sky,

536
00:38:28.000 --> 00:38:30.639
he gets up and he starts handing
out peanuts. And then when we get

537
00:38:30.639 --> 00:38:35.400
off the plane, JP and San
Antonio, I mean, I'm following this

538
00:38:35.639 --> 00:38:37.599
legacy of a man. And I'm
not kidding you. It's like the sea.

539
00:38:37.880 --> 00:38:42.679
Just people leapt from their seats and
came to greet him. And I

540
00:38:42.719 --> 00:38:45.159
thought, isn't that beautiful when you
can do something like that? And that's

541
00:38:45.199 --> 00:38:47.599
what I want for you, listeners, to be able to create a life

542
00:38:47.639 --> 00:38:52.519
for yourself where you can be authentic, live your purpose and make that kind

543
00:38:52.519 --> 00:38:55.239
of impact. That's what I want
for you, right, So, such

544
00:38:55.239 --> 00:38:59.760
a great illustration when we brought up
Southwest Airlines. The second thing I want

545
00:39:00.079 --> 00:39:04.760
I want to say is what you
do so beautifully. JP. One of

546
00:39:04.800 --> 00:39:07.280
the many things that I admire about
you is, and that I try to

547
00:39:07.280 --> 00:39:12.440
teach to my people and my leadership
programs, is the importance of being able

548
00:39:12.480 --> 00:39:15.880
to tell a story well, because
that is the way that you can enroll

549
00:39:15.920 --> 00:39:21.039
them into how they're aligned with the
purpose, Where is the meaning for them

550
00:39:21.079 --> 00:39:24.559
that they can drink deeply from and
it does take presencing, usually through language

551
00:39:24.599 --> 00:39:28.199
to do that. And so if
you could just say a couple of things

552
00:39:28.199 --> 00:39:31.519
about that, it's your world,
it's your your your craft, if you

553
00:39:31.599 --> 00:39:37.599
will. Yeah, I mean storytelling, at the end of the day,

554
00:39:37.679 --> 00:39:40.480
is how people is what people remember, you know, more so than facts,

555
00:39:40.760 --> 00:39:47.159
we remember stories. And so the
more you can tell a story,

556
00:39:49.079 --> 00:39:52.360
and there's studies that show, you
know, our brains when we hear a

557
00:39:52.440 --> 00:39:59.280
story, leave chemical traces that allow
that aid and recall along the neural pathways,

558
00:39:59.320 --> 00:40:01.840
and so we we remember stories are
all more able to pass them along

559
00:40:02.639 --> 00:40:07.239
and they just connect with people.
And the other thing too, is that

560
00:40:07.360 --> 00:40:10.920
stories all have characters in them.
And I think that one of the things

561
00:40:10.960 --> 00:40:16.159
that's going to happen as we move
forward in the months and years ahead is

562
00:40:16.199 --> 00:40:22.239
that people are missing connection. And
that's the thing that we're creating the most,

563
00:40:22.239 --> 00:40:24.960
and it's the thing that we're gonna
want the most when we get out

564
00:40:25.000 --> 00:40:29.840
of the quarantine. And you know, the question of how do you create

565
00:40:29.880 --> 00:40:32.000
the right kind of connection in the
right ways with the right audience is a

566
00:40:32.159 --> 00:40:36.679
is a big deal. And how
do you tell the right story and understanding

567
00:40:36.840 --> 00:40:40.920
character and characters and stories is going
to be key. And you know,

568
00:40:40.960 --> 00:40:45.000
for example, people who you could
take Apple and Microsoft is just two companies,

569
00:40:45.000 --> 00:40:50.360
and when when that have very different
origin stories, and yet you have

570
00:40:50.400 --> 00:40:57.280
people who tattoo themselves with those with
those logos, and they're very different,

571
00:40:57.400 --> 00:41:01.559
but they are those companies and what
they represent is as much about the people

572
00:41:01.880 --> 00:41:06.400
as it is the company itself.
So if I tattooed myself, you know,

573
00:41:06.480 --> 00:41:09.400
the origin story of Apple was to
be a rebel right to think different,

574
00:41:10.079 --> 00:41:15.320
whereas Bill Gates was all about a
computer on every desktop. Could be

575
00:41:15.360 --> 00:41:20.159
more sort of democratic than that.
And it really says more about the people

576
00:41:20.159 --> 00:41:24.440
who tattoo themselves will gravitate for that
product than it does even the companies themselves.

577
00:41:24.480 --> 00:41:29.280
So understanding the character of their audiences
is important. And one of the

578
00:41:29.320 --> 00:41:32.519
ways we do that is to use
archetypes, not only in the brand work

579
00:41:32.559 --> 00:41:36.440
that we do, which is archetypes
have been around for a long time.

580
00:41:37.079 --> 00:41:39.280
Carl Jung had theorized at the turn
of the century that you know, these

581
00:41:39.360 --> 00:41:45.719
characters that we all recognize from tens
of millennia of storytelling are almost genetically imprinted

582
00:41:45.760 --> 00:41:47.559
on us. The hero, the
jester, the caregiver, et cetera.

583
00:41:47.920 --> 00:41:51.440
So they've been in advertising, but
they're also in cultures too, and we

584
00:41:51.519 --> 00:41:54.920
use some tools like culture talk as
a survey instrument that allows us to measure

585
00:41:54.960 --> 00:42:00.840
the presence of archetypes in the culture
of our clients, in the differences within

586
00:42:00.000 --> 00:42:05.000
their cultures. Right different departments or
as companies merge together the different archetypes that

587
00:42:05.039 --> 00:42:08.039
are there. It gives you a
really powerful lens to understand the culture,

588
00:42:08.079 --> 00:42:12.800
to understand people. We all know
these characters, so it becomes very innate.

589
00:42:13.079 --> 00:42:15.400
And then they all have a narrative
elopment, so it allows you to

590
00:42:15.440 --> 00:42:22.440
tell a story about them more easily
and to create storylines that connect understand yourself,

591
00:42:22.519 --> 00:42:25.239
understand your audiences, and connect with
those people and with a good story.

592
00:42:27.800 --> 00:42:30.679
So and I, as you know
when we you and I both talked

593
00:42:30.679 --> 00:42:34.480
before about your archetypes. I think
they're incredibly powerful and give us access to

594
00:42:34.519 --> 00:42:37.000
understand, well, which one do
we tend toward an organization. Incredibly useful.

595
00:42:37.639 --> 00:42:40.880
So now let's tie this back because
it starts to sound kind of you

596
00:42:40.920 --> 00:42:45.559
know, ooey and guy here,
So we know the unique value of brand

597
00:42:45.559 --> 00:42:49.920
and culture. That's more of the
space that we live in the water that

598
00:42:49.960 --> 00:42:52.840
we swim in. But for too
many business leaders, these intangibles lack a

599
00:42:52.880 --> 00:42:58.239
concrete connection to financial impact. So
how do you broach that topic with prospects

600
00:42:58.280 --> 00:43:01.360
or clients. Yeah, that's a
good question, and it's it's very difficult,

601
00:43:02.719 --> 00:43:07.079
But there are some very visceral truths
that we have sort of discovered and

602
00:43:07.119 --> 00:43:13.199
found. A lot of our clients
come through like the private equity channel.

603
00:43:13.280 --> 00:43:16.519
They are companies that are doing M
and A, they're privately owned, they're

604
00:43:16.559 --> 00:43:20.480
they're doing lots of acquisitions, and
so we've had a lot of practice having

605
00:43:20.519 --> 00:43:24.400
these conversations, and mergers and acquisitions
drive a lot of that work. And

606
00:43:24.800 --> 00:43:29.760
so here one of those truths is
that fifty to you know, eighty percent

607
00:43:30.559 --> 00:43:37.079
it's estimated of M and A fails
to return what investors expected. And the

608
00:43:37.079 --> 00:43:44.599
reason is almost always culture, yep. And everyone is doing M and A

609
00:43:45.159 --> 00:43:47.239
or some kind of you know,
there's a lot of inorganic growth that's happening.

610
00:43:47.679 --> 00:43:52.920
Everybody knows this and most ignore it. And so that's a pretty visceral

611
00:43:52.519 --> 00:43:58.880
They can all understand that, right
if you're going to do any kind of

612
00:43:58.880 --> 00:44:01.599
merger acquisition, you know, there's
a high high likelihood that you're going to

613
00:44:01.639 --> 00:44:04.760
have a lot of pain as a
result of it. So people know that,

614
00:44:06.079 --> 00:44:07.320
well, well that's not of direct
financial benefit. They know if they

615
00:44:07.360 --> 00:44:12.320
do it wrong, it's going to
be less of a positive outcoming than if

616
00:44:12.320 --> 00:44:15.760
they do it right. The second
thing is that brand and culture sort of

617
00:44:15.760 --> 00:44:22.280
a class of intangible assets that are
considered goodwill, and the other one would

618
00:44:22.280 --> 00:44:28.199
be intellectual property. KPMG has a
study out that shows that across something like

619
00:44:28.239 --> 00:44:31.159
seventeen different industries, and this is
only a couple of years old, maybe

620
00:44:31.199 --> 00:44:37.159
three four years old, across the
seventeen in different industries, the amount of

621
00:44:37.280 --> 00:44:40.119
purchase price that was allocated to goodwill
i e. You know, your brand

622
00:44:40.119 --> 00:44:45.719
and your culture was fifty percent,
meaning that half of what people are paying

623
00:44:45.760 --> 00:44:49.719
to acquire companies and half of what
you are selling you know, the value

624
00:44:49.719 --> 00:44:52.719
of what you're selling your company for
is tied up in these two intangible assets,

625
00:44:52.079 --> 00:44:59.239
and companies spend a tremendous amount of
time preparing for an exit or integrating

626
00:44:59.320 --> 00:45:04.559
after they've aquired a company. All
of these tangible systems and products, financials,

627
00:45:05.360 --> 00:45:08.639
all of this tangible stuff that we
invest in, and very little attention

628
00:45:08.760 --> 00:45:14.840
is paid to culture and and brand, and yet that is probably fifty percent

629
00:45:14.840 --> 00:45:15.880
of what the value of the company
is. And so a lot of what

630
00:45:15.920 --> 00:45:21.000
we do is we sort of socialize
this idea that you know, invest even

631
00:45:21.039 --> 00:45:23.119
just a little bit there, and
you can have an outsized return on what

632
00:45:23.119 --> 00:45:27.320
you will sell the company for or
what it will be worth down the road.

633
00:45:27.840 --> 00:45:30.320
And then there's a lot of other
studies out there that you know,

634
00:45:30.400 --> 00:45:34.400
KPMG has and and I and Y
through their Purpose Institute, that show the

635
00:45:34.440 --> 00:45:37.480
value of you know, companies that
have a really strong purpose and how you

636
00:45:37.480 --> 00:45:39.519
know, I'm sure you're familiar with
some of those. The one that I

637
00:45:39.559 --> 00:45:44.119
love the most that I think just
illustrates the power of a of a of

638
00:45:44.119 --> 00:45:47.280
of these intangibles and in particular good
story is something called Significant Objects. It

639
00:45:47.320 --> 00:45:52.360
was a book. There's actually two
versions of the book, but it's a

640
00:45:52.440 --> 00:45:54.840
it was a study done by two
writers who wanted to test the theory that

641
00:45:55.159 --> 00:46:00.960
a purposeful story could improve the value
of a product and what it was sold

642
00:46:00.960 --> 00:46:04.400
for. So they literally went out
and bought I don't one hundred items from

643
00:46:04.440 --> 00:46:08.079
you know, give thrift stores and
from uh backyard sales and these kinds of

644
00:46:08.119 --> 00:46:12.000
things, put them up on eBay
to see what people would bid for them,

645
00:46:12.000 --> 00:46:14.599
and they were things like salt and
pepper shakers, little mirrors, combs,

646
00:46:14.599 --> 00:46:20.119
they just little average price was a
dollar twenty five and that's what they

647
00:46:20.159 --> 00:46:23.360
got as bids. Then they took
those products down off of eBay and they

648
00:46:23.639 --> 00:46:28.800
hired professional writers to just write a
little backstory and nothing crazy. They didn't

649
00:46:28.800 --> 00:46:31.280
say, you know, this was
missus Lincoln's comb and mirror said, you

650
00:46:31.320 --> 00:46:35.719
know, just this came over on
a boat from Europe with my great grandmother.

651
00:46:35.760 --> 00:46:37.320
And here's what it meant. You
know, it's some kind of a

652
00:46:37.360 --> 00:46:39.800
story. And they put those products
back up and on average they sold for

653
00:46:39.840 --> 00:46:45.840
thirty six dollars yeah, which was
like, you know, four percent increase

654
00:46:45.880 --> 00:46:47.840
in what those product. And I
really just think that that illustrates the power

655
00:46:49.199 --> 00:46:54.719
of value in these intangibles and in
a good story. And you know how

656
00:46:54.800 --> 00:46:59.800
you make a company worth more and
healthier and happier, you know, through

657
00:46:59.800 --> 00:47:02.519
this well. And so from my
vantage point, JP that just connects to

658
00:47:02.760 --> 00:47:07.840
people want to be part of or
connected to things that are meaningful or purposeful.

659
00:47:07.920 --> 00:47:12.199
Right, So if those salt and
pepper shickers came with Grandma who is

660
00:47:12.239 --> 00:47:15.960
your beloved, and she created all
these memories and somehow you get connected to

661
00:47:15.960 --> 00:47:20.440
that space. That's where it is. I mean, it makes complete sense.

662
00:47:20.480 --> 00:47:22.480
I thought you were going to go
there when you started saying things.

663
00:47:22.559 --> 00:47:27.679
I'm putting things on eBay. So
we're almost at a time JP, So

664
00:47:28.039 --> 00:47:30.280
want I want to give you a
chance to one choose one of the other

665
00:47:30.360 --> 00:47:36.119
questions, either opportunities that you see
going forward that we can adroitly navigate in

666
00:47:36.159 --> 00:47:38.320
this new business world. One minute
on that, or however else you want

667
00:47:38.360 --> 00:47:42.719
to leave the listeners with. Which
one do you want to choose? Yeah,

668
00:47:42.800 --> 00:47:47.320
I mean I'll leave you into with
one thought, which is that first,

669
00:47:47.360 --> 00:47:50.079
you know, you opened it by
talking about hope. I think we

670
00:47:50.119 --> 00:47:52.639
definitely want to give people hope.
We will get through this. Humans have

671
00:47:52.679 --> 00:47:59.280
a credible capacity to adapt and we
will. I think on the back side,

672
00:47:59.320 --> 00:48:01.559
if we make the right leave the
world better than we found it,

673
00:48:01.599 --> 00:48:06.119
I certainly hope, so we'll be
more prepared for the next time this kind

674
00:48:06.119 --> 00:48:08.280
of a thing happens. And as
far as you know, one piece of

675
00:48:08.320 --> 00:48:13.800
advice, maybe for your audience,
I would say, do the hard work

676
00:48:13.840 --> 00:48:15.280
to define you know, your brand
and your culture and your purpose, but

677
00:48:15.320 --> 00:48:22.239
most importantly, put it in writing
in simple terms that people can remember that

678
00:48:22.320 --> 00:48:25.000
are universal, right, especially to
the character of your audience. The best

679
00:48:25.000 --> 00:48:30.280
example I think we have of this
is the Declaration of Independence. We argue

680
00:48:30.280 --> 00:48:34.960
about all things in this country,
the Supreme Court, Foreign Affairs, right,

681
00:48:34.960 --> 00:48:39.119
whether we go in to quarantine,
whatever, But everybody universally looks at

682
00:48:39.159 --> 00:48:44.320
that document and thinks, yeah,
I agree with that. And if you

683
00:48:44.360 --> 00:48:47.519
can take that same approach in your
own brand and your culture and your purpose

684
00:48:47.559 --> 00:48:52.719
and put it in writing in universal
ways that people recognize and that are authentic

685
00:48:52.760 --> 00:48:58.960
and reflect who you are, that
can give you tremendous longevity and resiliency.

686
00:48:59.079 --> 00:49:01.960
And you know, this country survive
for almost three hundred years, you know,

687
00:49:02.000 --> 00:49:07.079
based on the ideals that were laid
down in that document, and I'm

688
00:49:07.079 --> 00:49:10.320
optimistic that that well, we will
survive, you know, even another three

689
00:49:10.360 --> 00:49:15.280
hundred years as a result of that. So beautiful way to finish. JP,

690
00:49:15.440 --> 00:49:17.519
thank you so very much for coming
on the show, sharing your heart,

691
00:49:17.599 --> 00:49:22.039
your soul, your experience, and
helping us see a new way forward.

692
00:49:22.159 --> 00:49:24.639
Very much appreciate it. Thank you, Lis, It's been great and

693
00:49:24.800 --> 00:49:28.079
for me to add on to what
he said. What I would just say

694
00:49:28.199 --> 00:49:30.559
is and we need each one of
you to really dig in and from your

695
00:49:30.599 --> 00:49:35.400
purpose, your authenticity to contribute to
the world that we want to create for

696
00:49:35.440 --> 00:49:38.400
ourselves. So that's we need you
individually as well, So please join join

697
00:49:38.480 --> 00:49:40.480
us in the movement to create the
world that we all want to live in.

698
00:49:42.760 --> 00:49:45.039
So if you want to learn more
about JP Liquour and the working and

699
00:49:45.119 --> 00:49:47.800
his team are doing a brand Foundations, go to the website, it's just

700
00:49:47.960 --> 00:49:52.960
Brandfoundations dot us. Last week,
if you missed the live show, you

701
00:49:52.960 --> 00:49:55.519
can always catch it be a recorded
podcast. We were on the air with

702
00:49:55.559 --> 00:50:00.199
Hector Garcia talking about the delightful book
he co authored called the Book of Ichigo

703
00:50:00.280 --> 00:50:05.960
Echia the Art of making the most
of every moment the Japanese way. Timely,

704
00:50:06.000 --> 00:50:08.000
as we shut ourselves away at home, I thought, next week we'll

705
00:50:08.039 --> 00:50:12.880
be on air with David Grayson talking
about the link he scenes between purpose and

706
00:50:12.920 --> 00:50:16.079
ethics and five attributes of leadership to
sustainability. See you there. Remember that

707
00:50:16.119 --> 00:50:19.800
work is at least a third of
our life, so let's work on purpose.

708
00:50:23.840 --> 00:50:28.440
We hope you've enjoyed this week's program. Be sure to tune in to

709
00:50:28.599 --> 00:50:34.199
working on Purpose, featuring your host
Alis Cortes each week on the Voice America

710
00:50:34.239 --> 00:50:38.039
Empowerment Channel. This week, find
your life's purpose at work.