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 Cortez. 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 Cortez. Welcome back to

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the Working on Purpose Show. Thanks
for tuning in again this week. I'm

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your host, doctor Elise Cortez,
joining alive from Dallas, Texas, which

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is home based for me. If
you've been tuning in for a while,

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you know this program is an inspirational
thought leadership platform that advances the conversation on

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living and working with passion, inspiration, and purpose. I'm committed to helping

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create a world where business and capitalism
are a force for good, constantly working

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to address the amins number of problems
society faces, serving all stakeholders, certainly

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it's employees among them. The Gallup
Organization reports that eighty five percent of the

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global workforce does not want to go
to work on Monday or whenever the shift

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starts. Let's change that together and
instead make work and enriching part of life

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that at nights passion and expresses meaningful
contribution through inspired leadership that elevates business.

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Each week in these conversations, I
hope you walk away with something that changes

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the way you think or that you
can immediately put to use. Much of

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the content we discuss on this program
is a reflection of the work I do.

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So as you listen, if you
catch a glimpse of anything I can

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do to help, go to my
website at a least Cortez dot com and

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use the contact me feature to message
me. Let's talk about what's going on

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for you and how I might be
able to help, whether it's consulting on

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visioneering for a greater purpose among your
stakeholders, the vitally inspired leadership program,

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the online catch fire learning your communities
or speaking for your company, or conference

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ating a rate. I'm glad we're
connected. Thanks for listening and onto this

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week's program with us today is JP
Licour, the founder and chief connector at

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Brand Foundations, a firm that helps
companies cify their higher purpose, articulated in

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

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City chapter of the Conscious Capitalism Movement. We'll be talking today about living in

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today's times with the coronavirus and the
silver lining we think comes with it,

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and how the work he does at
Brand Foundations can help steward the future development

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of companies going forward. He joined
us today from New York City. JP.

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Welcome to Working on Purpose. Thanks
all, it's great to be here's

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fun. It's so great. You
know, you are a perfect person to

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be sharing with the listeners with today, So thank you for taking time for

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us. Oh, you're welcome.
Thanks for having me. Well, one

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of my favorite ways to open the
show, Patrick, because listeners who've been

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tuning in for a while know that
I'm an identity and a meaning researcher.

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So let's start by presencing for our
listeners just the soup of who you are.

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There's a lot that makes you.
So if you were to try to

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help someone that you just met at, say at a conference or whatever,

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who is JP LaCour, what would
you say? Interesting? Well, first,

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I guess I break down this way. I consider myself to be a

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family man first and foremost, husband
and father to two great kids. That's

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probably the most important thing in my
life and even as it comes to work.

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I sort of organized my professional life
about fifteen twenty years ago around that

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I chose to kind of leave the
corporate world to work on my own,

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to be able to do it from
home, largely so that I could spend

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more time with my family. I
made that decision really early on, and

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it was driven in a large part
because I saw my father spent a long

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career in the corporate world very happy, was great, you know, it's

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always had time with his family.
But ultimately I didn't want to follow that

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path. I wanted to do something
that gave me more freedom to be at

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home, and so I think I
would call I would sort of reference that.

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First second, I guess I would
identify myself as a skier and a

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biker because those are two of my
biggest passions is to get out of the

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ski and into bike, and I
do that a lot with my family and

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document a lot of that online.
And the third, I guess I would

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consider myself a brand guy, a
branding culture guy, and that's kind of

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my professional you know, the piece
of my business and I have a since

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I know purposes at the part of
what you do. My own personal purpose

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statement is to create understanding together,
and I came at that after a long

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period of coaching, and the idea
is that everything I tend to do in

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my life, whether that is,
you know, working with a client to

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help them understand the story of their
brand and culture and embrace that, or

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whether I am hosting a conscious capitalism
event creating space for a thoughtful conversation,

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or I'm videoing myself and my family
skiing and biking and sharing that online.

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It's always some kind of shared,
collaborative, creative exercise that helps people to

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either understand me, or understand each
other, or understand the world a little

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bit better. So that's kind of
how I create understanding together. I guess

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would be my motto. What a
beautiful contribution to the world. JP.

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It's just really great to know you
and be connected to you, and as

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you know, we share many,
many, many things. Yes, so

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now listeners, you know something about
him. So now let's get into what's

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going on in the world. JP. So let's talk about the coronavirus pandemic.

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So you're in New York, I'm
in Dallas. How's how's it shown

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up for you? And your world. So you know, it's strange.

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I've been working from home remotely,
and i live about an hour north of

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New York City, so I'm not
in the Manhattan but certainly close enough to

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be aware of the impact that it's
having. But I've been working for home

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for a long time, so it's
very odd. It's almost like, other

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than very little traffic here, my
life hasn't changed that much. You know.

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My kids are home from school.
Obviously, my daughter had to come

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back from college, but they're all
safe and healthy. My wife works from

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home as well, so we have
our life on a day to day basis

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feels strangely the same. And yet
you know, just through the news and

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seeing what's on social media, we
know, you know, forty miles fifty

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miles south of us, things are
pretty scary, and so it's just a

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

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little slower, conversations are a little
different than we're having now. But but

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from a day and day outstandpoint,
it's it feels oddly similar, just because

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

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yeah, from my end, very
similar. Although now I'm starting to get

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more and more news as to you
know, the cascades of layoffs, et

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cetera, and people losing their jobs, and you know just what it's taking

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from people to be able to respond
to a whole new quote normal which is

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not going anywhere, and you know, really changing their their whole way of

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interacting with the world. And you
know, a big reason that I wanted

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to have you on the show in
the first place is one You're a conscious

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capitalism guy, and I am too, and already I just believe in that,

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and I know that's we're going to
talk later about how that is a

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way forward. But I also really
appreciate the perspective that you bring about the

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silver linings related to COVID nineteen,
which is where I wanted to focus a

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lot of the conversation on today,
because I think that the world desperately needs

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some hope right about now, JP, and they need to be able to

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see what's possible on the other side. So what I wanted to do was

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really get you to delve into a
little bit more of the presentation you gave

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last week to World Retail Innovation Week
about the silver linings of COVID nineteen.

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So what I'd like to do is
just talk through some of the key points

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that you made in that presentation,
and let's start by talking about even what

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you went through. You struggled to
prepare for what to say. I mean,

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you knew you'd be talking about sustainability
and conscious capitalism. That was easy

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enough to situate, but adding in
the pandemic was something else. Tell us

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how you prepared and went through the
process to talk about that? Sure,

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right, Well, like everybody,
I've been reading a lot, worrying a

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

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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, you know, even
sustainability, which is what the point of

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

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virtual conference. It was all done
online. But how I was going to

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work un do that within the context
of the of the epidemic was was a

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challenge, and I ultimately ended up
doing it was going back to my purpose,

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right, this notion of creating understanding
together. And so I began to

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reflect back on the last month or
so because this presentation was just on Friday,

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so it's very fresh, and you
know, this has been going on.

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I've been pretty much home for a
month or so without travel, and

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I've been watching this develop like everybody
else, and had a lot of conversations

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with friends and family and co workers. And what I started to notice was

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patterns and how people were sort of
processing all of this right, And I

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saw a little bit of a storyline
emerging that I thought would help to provide

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some context to the events and some
understanding ultimately right. And I did see

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within that some silver linings and how
we are changing and response to this,

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and how the world's changing. And
I realized that those changes, while early,

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mapped pretty well to the movement of
conscious capitalism. And what I ultimately

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came up with was what I felt
were the silver linings that might actually accelerate

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the adoption of the of the movement. It's been around for a while,

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but I thought that this pandemic and
our response to it might might ultimately make

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people embrace that movement and some of
the ideals behind it more quickly. So,

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yeah, 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 when I really got

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present too, is wow, this
is a forced, hard reboot of the

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world, and that I think that
from my vanished 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 we

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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, and 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 it seems at your perspective on
that so yeah, I mean the first

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

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you know, Mother Nature has been
sending us. It seems like there's been

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

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you know, like we saw last
summer in Australia that 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 hundred

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

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

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these wake up you know, pay
attention here, tapping 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, continue to

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run sweatshops and big factories and pull
resources out of the ground and 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 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 uh, wildfires, they don't
hit everybody at the same time in the

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same way. Whereas this is a
global event, is a true mask global

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event that almost nobody, nobody can
escape, nobody can ignore it. We're

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

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And I heard a lot of people
say this is maybe this is an other

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nature's way of getting our attention all
at once and realizing, you know that

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

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to think it's hey, dummies,
come on, I've been saying, been

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very polite and nice about this.
I'm losing my patience here. And to

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that end, JP, we have
a couple of people weighing in on the

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online chat line, and I think
we'll be able to address these questions,

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but just to say them for you, we have Kelly asking what do you

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think is going to come of the
pandemic? You and I are going to

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

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

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situation? I'll let you chime mind
on that. I think we're certainly contributing

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

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a 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,

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

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

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

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Yeah, so when you think about
how we act as human beings, we

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were 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 take taking the short

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

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

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

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

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

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

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

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attention, right, it snaps us
out of that. And because otherwise we're

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we're we're basically, uh, you
know, continuing just down the path that

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we're we're going down. And I
just think that's part of who we are

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as human beings. So, you
know, are we at fault? You

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know, maybe to tie this back
to that, to that listener's question,

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you know, sure, you know
we all share the blame for the world

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being the way it is, or
we had fault for this pandemic. You

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know, we didn't create it.
I don't think I think this happened naturally.

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But you know, nature is a
system that balances itself, and it's

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a very delicate and interwoven system,
but it does balance itself. And who's

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to say whether or you know,
our overpopulation, over consumption resources that on

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some grand level, you know,
nature just senses this. These people,

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you know, seven billion of us
or eight billion of us are our threat

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to it, and and you know, things happen the way they happen.

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To take you to address that,
I don't know, but I do think

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that, you know, part of
part of what we are as humans is

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we have a hard time planning for
those long term things, which is why

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we haven't dealt with you know,
ecological issues. We haven't dealt with the

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economic issues right, the longer term
things you just can't continue to have,

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you know, the resource consumption and
the wealth inequality that we have. But

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we're just not wired to deal with
those things that well. And yet of

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course you and I both exist to
help empower people to be able to do

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those things right, which is again
right. So I want a presence for

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our listeners that this is a conversation
of possibility, and so that's really what

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we want to talk about. And
on that note, let's grab our first

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break. I'm at least Cortez,
your host with on the years. J

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P. LaCour the founder and chief
connector at Brand Foundations, a firm that

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helps companies clarify their higher purpose,
articulated in their brand and activated in their

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culture. He's the chair of the
New York chapter of Conscious Capitalism movement.

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He joined today from the New York
City area. We've been talking a bit

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about the coronavirus after the rake.
We're going to talk more about a way

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forward. Stay with us, We'll
be right back. Alice Cortez is a

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speaker and engagement and development catalyst.
She designs and delivers professional development leadership and

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engagement workshops and can bring her expertise
to your organization. She will help ignite

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meaningful development within your workforce that will
increase employee engagement, performance and retention.

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Learn more or to invite Elise to
speak to your organization, please visit her

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at www dot Elise Cortez dot com. She would welcome the opportunity to help

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get your employees working on purpose.
This is working on Purpose with Elise Cortez.

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To reach our program today, send
an email to Elise ali Se at

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00:17:26.680 --> 00:17:37.240
Elise Cortez dot com. Now back
to working on purpose. Thanks for staying

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with us, and welcome back to
working on purpose. If you're just joining

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us. My guestus LP Liquour the
founder and chief connector at Brown fand Foundations,

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a firm that helps companies clarify their
higher purpose, articulated in their brand,

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and activate in their culture. He's
the chair of the New York City

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chapter of the Conscious Capitalism Movement.
In his various roles over the last twenty

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years, JP has been honing his
skills as a creative wordsmith, passionate story

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teller, and student of human communications, branding and corporate culture. I'm your

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host at last, Cortez, So, JP, before we get into some

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of the things that you talked about
in your presentation about new ways that we

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live and work, I think it's
very useful that we presence some of the

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more again of that silver lining.
So you've got to part your presentation when

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you talk about I love it,
I love this, I love the whole

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idea. A funny thing happened along
the way to the apocalypse, So say

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more about the points you made there. So yeah, I think despite the

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grim news and what we're seeing with
the pandemic, we're also seeing some positive

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changes in how both the planet and
humans are responding to it. So the

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first has obviously been everybody has read
about less pollution. You know, the

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water and the canals of Venice running
clear, you know, and as I

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mentioned before the break, you know, nature is a self balancing system.

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So clearly those those things are happening
very quickly. Now they're not going to

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last. Right as soon as this
passes in traffic starts, in fact to

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restart, many of those things will
will go back. But what is really

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positive is that we as humanity have
been able to see in pretty dramatic fashion

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how our activity has changed the planet. And how when we come to a

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screeching halt, you know what that
you know, and that impact goes away

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how much how beautiful the planet really
is. And so the planet's changing,

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we're noticing it and appreciating it,
and we're also appreciating each other in nature

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more. I see even here in
the New York area a tremendous number of

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people outdoors trying to get you know, leave themselves from the quarantine, and

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they are heading to the parks,
and they're heading to the dirt roads around

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the reservoirs, and they're heading to
the recreation path to some degree to the

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point where police have to shut them
down or limit the number of people because

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they got to force social distancing.
But clearly we're appreciating nature even more.

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And then you shut those parks down, we have to stay inside more and

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we appreciate it even more. So
it's just this sort of virtuous loop of

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see nature hell itself, seeing how
beautiful the planet is, and appreciating it

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more, as well as our art
with each other. Right we're all stuck

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at home now with our families,
and we're rediscovering ways to connect with each

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other, to have good family conversation, to break out board games, to

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get off our devices and talk and
really connect. And I think that's a

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positive development. In addition, that's
making us appreciate the little things in life,

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like toilet paper. I joked about
the presentation, right, and and

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

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

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

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the same boat, and people appreciating
what they have a little bit more and

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some gratitude. There's certainly still a
lot of fear, a lot left that

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people are afraid of losing, and
some people are gonna be, you know,

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economically devastated already. But even then, there's space to appreciate the little

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things that we do have. Usually
it's our health, right for those who

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have who still have it or haven't
lost a loved one, that's an important

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thing. And I see a lot
of people expressing that. I also see

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us using the technology in new ways. You know, everybody's on a zoom

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call now and it's amazing how much
we can get done. A lot of

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clients that I have are in the
IT space, and they're doing well.

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There are certainly businesses that are not. But how much harder would this be

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if we didn't have that some of
this technology, and it's holding up pretty

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well, amazingly well when you consider
the load that's being put on it.

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So those are some of the silver
lines that I saw coming out of this,

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and ultimately I think they're for the
purposes of conscious capitalism. They they

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herald a change in mindset that may
accelerate on the movement, and that was

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sort of the point of seeing those
those silver line needs. Well, I'll

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just add two things to that.
JP beautifully said in terms of the living

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changes. Just in my little world, we don't like you. We can't

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go out to the parks, especially
during the full hours. But when I

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run in the early morning and there's
like a handful of people at the whole

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entire nine mile lake, what I
notice is that when I go by,

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of course, I give a very
wide berth of way past six six feet

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and I say, you know,
good morning, The response back is just

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like, you know, giddy,
good morning, like you know the connection

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people are hungry and like really now
appreciate whereas they might not responded at all,

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you know, last week or a
few weeks before. And then on

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the workfront, I am What I'm
really excited about too as a silver lining

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is people will absolutely have to change
what they're doing, whether they come back

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to the same company, if they've
been furloughed or laid off. So what

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does that look like as a new
possibility. In some cases, it's a

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catalyst for people to actually change and
go into what they've been wanting to do

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for years and haven't been doing.
So I'm looking at it from that vantage

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point of possibility too, that this
is a reboot for people, you know,

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to do what they want to do
professionally and get a chance to really

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go into a brand new space.
And yes, it's going to take courage,

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probably going to need a coach,
going to need some help, but

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it's a brand new world. Get
retrained. So I also want to be

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able to presence that possibility for our
listeners too. Absolutely. So you already

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opened this in the beginning here,
but if you could say a bit more

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about what you say about this pandemic
and the silver lining related to it being

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a lens for the decision of where
we go from here. So Kelly wants

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to know what's going to come of
this, so help us see it from

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

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of all, capitalism is the those
of us who are leading the movement believe

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

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improved the lives of billions of people
and pulled billions people out of poverty.

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However, it's also done so at
some cost resource consumption, in wealth and

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

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

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

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

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

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

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

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

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capitalism. 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

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four ways, by having every organization
having a higher purpose beyond just making a

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profit. By having a conscious culture
that serves the wee and not just the

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me and and takes care of you
know, serves that greater purpose. Just

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

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

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in companies that seem to show that
we're accelerating the adoption of these ideas.

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So when it comes to purpose,
you know, companies like LVMH converting over

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factories that produce perfume to doing things
like hand sanitizer because their purpose is to

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

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Well that's the way they can honor
that that greater purpose. Or a

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client of Mind Data Bank, which
is a data center company whose purpose is

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to reduce or remove the worry from
managing mission critical IT systems. They because

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clients can't necessarily get to the data
center, now they're able to provide their

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staff is providing the remote hands to
be on site so you don't have to

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worry about that. So you see
company, he's sort of embracing purpose.

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And we're also seeing it in individuals, right, healthcare workers who continue to

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show up every day despite the protective
gear. They're not doing that for the

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paycheck. They're doing it because they
believe in a higher purpose. So culturally,

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globally, individually, you know,
in companies we see people embracing purpose.

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I think that's a good sign of
advancing the movement. When it comes

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to servant leadership, we're seeing great
examples of leaders, whether that's Mario Cuomo

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or doctor Fauci or even J.
Powell. The fat people were speaking very

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plainly and directly to the American public
and leveling with them and appealing to our

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better angels. And you know,
that instills a new sense of, I

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think, what it means to be
a good leader. And not only in

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these individuals that we see, but
hopefully in the institutions right that we have

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started to mistrust. And now all
of a sudden we realize, wow,

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how important government is and scientific experts
and getting the straight story on these things.

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So hopefully this is an opportunity for
us to rekindle an appreciation for leaders

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and for what it means to be
a leader and for the leading role that

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some of these institutions can play.
And when it comes to culture, uh,

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you know, I see companies that
are uh you know, instituting things

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like across the board pay cuts or
reducing the executive salaries so that they can

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continue to pay employees and keep them
on board. And you see companies that

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have really strong culture will survive this
because their their culture is like an immune

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system, right, it'll help them
come out of this, uh this even

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stronger in the future. And even
individuals at home like my wife, who

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are part of online groups that are
sewing masks for healthcare workers, like,

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culturally, we're actually getting behind this
idea of something you know, working,

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sacrificing for the greater good. And
so even in the last tenant of a

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multi stakeholder perspective, that we see
organizations who are thinking about the all of

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their stakeholders, not just the investor. And that's really the probably the most

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challenging tenant of conscious capitalism is that
you have to make your decisions with all

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stakeholders in mind, not only your
investors, but employees and families and the

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public and the environment. And your
partners. And you know that that has

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been long since nineteen seventy when Milton
Friedman said corporations didn't need to honor any

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stakeholder other than an investor. That
has led to a hollowing out of the

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middle class and huge wealth disparity.
And it wasn't until last summer that the

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Business Roundtable, the lobbying group of
America's largest corporations, kind of turns back

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on that that mentality which has ruled
from fifty years and said, you know,

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corporations need to have a multi stakeholder
perspective, they need to have a

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higher purpose. So these are all, you know, signs I think of

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companies as a result of this pandemic
embracing some of these principles and accelerating the

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movement overall. A beautifully at JP
just beautifully said, and listeners, I

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hope you're starting to recognize just more
of why the conscious capitalism movement is so

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important to JP and I And maybe
you can check further into it, but

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I think you've elucidated it beautifully,
JP. And what I would add to

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that is in terms of my perspective
and the work that I do helping organizations

408
00:29:17.640 --> 00:29:22.759
develop purpose inspired leaders and meaning infuse
cultures. The reason I do that work

409
00:29:22.880 --> 00:29:26.839
is because what it does is it
forces a higher gaze and pulls us into

410
00:29:26.880 --> 00:29:30.880
our higher states of being rather than
just functioning as people that are doing business

411
00:29:30.920 --> 00:29:34.480
to make money. We have the
ability to tap into our purpose, our

412
00:29:34.480 --> 00:29:38.000
meaning, our passion, and those
pull us higher. And so when I

413
00:29:38.039 --> 00:29:42.559
look at the COVID nineteen pandemic,
what I see is an enormous, huge

414
00:29:42.599 --> 00:29:48.839
problem that's calling forth all of our
best possible response as a humanity, all

415
00:29:48.880 --> 00:29:52.720
of our talents, all of our
collaboration, all of our cooperation and ingenuity

416
00:29:52.759 --> 00:29:56.559
as you talk about. And so
to me, this is a way to

417
00:29:56.640 --> 00:29:59.759
really pull us up. Back to
what you're saying about us, silver lining

418
00:29:59.839 --> 00:30:04.319
is the way we choose to respond
to this gives us the opportunity to really

419
00:30:04.359 --> 00:30:08.880
be pulled up as a as a
species. And that's what I want to

420
00:30:08.880 --> 00:30:17.279
stand in for the way forward here, amen, right, speaking of speaking

421
00:30:17.319 --> 00:30:18.640
of praying, that's what we're going
with. All right, Well, let's

422
00:30:18.960 --> 00:30:22.119
grab our last break and then we'll
get into some of the things that you're

423
00:30:22.119 --> 00:30:26.319
doing jp to address the way forward. I'm at last Cortez, your host

424
00:30:26.440 --> 00:30:30.839
We've been on the air with JP
Liqueur, the founder and chief connector at

425
00:30:30.839 --> 00:30:36.079
Brand Foundations, a firm that helps
companies clarify their higher purpose articulated in our

426
00:30:36.119 --> 00:30:38.200
brand and activated in our culture.
He's the chair of the New York City

427
00:30:38.279 --> 00:30:41.799
chapter of the Conscious Capitalism movement.
He joins his day from New York City

428
00:30:41.960 --> 00:30:44.880
after the break. As I said, we're going to talk about some of

429
00:30:44.920 --> 00:30:48.279
the ways that he can help steward
our shared desired future. Stay with us,

430
00:30:48.279 --> 00:31:12.359
We'll be right back. Elise Cortez
is a speaker and engagement and development

431
00:31:12.400 --> 00:31:18.119
catalyst. She designs and delivers professional
development, leadership and engagement workshops and can

432
00:31:18.160 --> 00:31:23.000
bring her expertise to your organization.
She will help ignite meaningful development within your

433
00:31:23.000 --> 00:31:29.160
workforce that will increase employee engagement,
performance and retention. To learn more or

434
00:31:29.200 --> 00:31:33.000
to invite Elise to speak to your
organization, please visit her at www dot

435
00:31:33.000 --> 00:31:37.960
Elise Cortez dot com. She would
welcome the opportunity to help get your employees

436
00:31:38.200 --> 00:31:49.440
working on purpose. This is working
on purpose with Elise Cortez. To reach

437
00:31:49.440 --> 00:31:56.480
our program today, send an email
to Elise ali Se at Elise Cortez dot

438
00:31:56.480 --> 00:32:07.000
com. Now back to Working on
Purpose. Thanks for staying with us,

439
00:32:07.000 --> 00:32:09.119
and welcome back to working on Purpose
if you're just tuning in. My guest

440
00:32:09.240 --> 00:32:14.559
is JP Liakour, the founder and
chief connector at Brand Foundations, a firm

441
00:32:14.559 --> 00:32:17.720
that helps companies clarify their higher purpose, articulated in their brand and activated in

442
00:32:17.720 --> 00:32:21.720
our culture. He's the chair of
the New York City chapter of the Conscious

443
00:32:21.720 --> 00:32:24.160
Capitalism Movement, and his various roles. Over the last twenty years, JP

444
00:32:24.279 --> 00:32:29.279
has been honing his skills as a
creative wordsmith, passionate storyteller, and student

445
00:32:29.319 --> 00:32:31.839
of human communications, branding, and
corporate culture. I'm your host, doctor

446
00:32:31.880 --> 00:32:36.720
Elis Hortez. So for this last
segment, Jp, what I wanted to

447
00:32:36.720 --> 00:32:39.759
get into is I think we have
adequately presenced you the opportunity here and some

448
00:32:39.799 --> 00:32:44.240
of the problems that have come along
as we've come to realize just what we're

449
00:32:44.240 --> 00:32:46.759
dealing with now. I want to
be able to give our listeners some hope

450
00:32:46.839 --> 00:32:51.519
about really what this looks like going
forward. So I thought talking about the

451
00:32:51.519 --> 00:32:53.119
way you do your work could be
a way to kind of presence that.

452
00:32:53.240 --> 00:32:59.079
So right, so going forward,
you and I both have been talking about

453
00:32:59.119 --> 00:33:02.000
we'll need to help companies launch and
rearn themselves into this new future. So

454
00:33:02.759 --> 00:33:07.680
I want to talk about your unique
approach approach at brand foundations to do that.

455
00:33:07.759 --> 00:33:10.720
So how do you want to start
with helping us understand what you do?

456
00:33:12.359 --> 00:33:15.440
Sure? So you know, at
heart, we we help companies are

457
00:33:15.440 --> 00:33:19.279
going through a big transition period usually
merger, acquisition, or some change,

458
00:33:19.920 --> 00:33:24.519
to recast the story of who they
are, both as a culture and as

459
00:33:24.519 --> 00:33:29.720
a purpose, because we think that
they're they're sort of opposite sides of the

460
00:33:29.920 --> 00:33:32.279
same coin, and that ultimately you
have to go to market with something that's

461
00:33:32.319 --> 00:33:36.799
that's authentic, and that means of, you know, a brand and outward

462
00:33:36.799 --> 00:33:43.079
brand that's also reflective of your internal
culture and who you really are. Going

463
00:33:43.160 --> 00:33:46.160
forward, I think that this whole
notion of authenticity is going to be more

464
00:33:46.240 --> 00:33:52.359
important than ever. And having a
well defined purpose that's reflected in your culture

465
00:33:52.400 --> 00:33:55.440
and in your communications is you know, one of the quickest ways to do

466
00:33:55.480 --> 00:34:01.319
that and to community, you know, to convey that authentic city. And

467
00:34:01.359 --> 00:34:05.680
I think you know, in the
wake of this pandemic, people's minds will

468
00:34:05.680 --> 00:34:09.360
have changed a little bit about capitalism
overall, and and it maybe the importance

469
00:34:09.400 --> 00:34:13.920
of profit, Uh, you know, versus a positive impact on society,

470
00:34:13.960 --> 00:34:17.199
and purpose can help with that as
well. And so we've always we've always

471
00:34:17.199 --> 00:34:22.320
believed that that that branding culture,
you know, really go together, and

472
00:34:22.360 --> 00:34:27.039
in twenty eleven sort of intentionally set
out to change the practice from a very

473
00:34:27.039 --> 00:34:30.679
traditional marketing firm to to one that
brought those two together. One of the

474
00:34:30.719 --> 00:34:35.800
tools that we've created to help people
sort of articulate that as a as a

475
00:34:35.800 --> 00:34:38.679
framework we call purpose, Way and
Impact. And it basically started with a

476
00:34:38.719 --> 00:34:43.920
blog post that we wrote back in
twenty seventeen called the Mission, Vision and

477
00:34:44.039 --> 00:34:47.920
Values are Dead. And it was
literally a blog post we put up on

478
00:34:49.079 --> 00:34:52.199
LinkedIn and it went viral. It
was read about one hundred thousand times.

479
00:34:52.800 --> 00:34:55.519
And what we did is we looked
at the mission, vision and values framework

480
00:34:55.559 --> 00:35:01.119
as as a one that had sort
of served its usefulness. You know,

481
00:35:01.280 --> 00:35:07.039
first appeared in business school curriculums in
the sixties and then as largely been tuned

482
00:35:07.079 --> 00:35:08.639
out by the modern generation, and
it didn't have a lot of context.

483
00:35:08.719 --> 00:35:12.320
It's hard to know how a mission
relates to a vision. Everyone's got a

484
00:35:12.320 --> 00:35:15.480
different definition out of the values tie
into it. And so we created a

485
00:35:15.519 --> 00:35:17.199
model we call purpose way, an
impact which is sort of three stages of

486
00:35:17.239 --> 00:35:21.519
a rocket, and so it's easy
to remember and tell a story about.

487
00:35:22.000 --> 00:35:25.360
And the first stage is the purpose
statement, and it's the first stage of

488
00:35:25.360 --> 00:35:28.679
the rocket. It's you, what's
wrong with the world that I want to

489
00:35:28.760 --> 00:35:32.880
change? What can I no longer
stand for? I can't stand to exist

490
00:35:32.920 --> 00:35:37.639
and have to change that. The
next stage is the way statement, and

491
00:35:37.719 --> 00:35:40.320
it's going to be the one or
two ways you will go about pursuing that

492
00:35:40.360 --> 00:35:44.480
purpose that define you and make you
different, not all your core values,

493
00:35:44.599 --> 00:35:49.239
just one or two that will you
will be known for. This is a

494
00:35:49.320 --> 00:35:52.000
shorthand, right. We're brand guys
who are trying to take a brand lens

495
00:35:52.039 --> 00:35:53.960
and put it to this mission,
vision values thing and make it more memorable.

496
00:35:54.320 --> 00:35:58.360
And then the third statement is or
the third stage of that rocket,

497
00:35:58.400 --> 00:36:00.960
is the impact statement. And it's
unlike a vision statement, which tends to

498
00:36:01.000 --> 00:36:05.840
be very inwardly focused. You know, companies will say we intend to be

499
00:36:05.880 --> 00:36:07.880
the best company at you know,
our vision is to be the best company

500
00:36:07.920 --> 00:36:09.960
at blah blah blah blah, and
it's usually about them. In this case,

501
00:36:10.000 --> 00:36:15.239
an impact statement is sort of you
get into orbit and that third stage

502
00:36:15.239 --> 00:36:16.000
of the rocket. You look down
at the rest of the world. And

503
00:36:16.039 --> 00:36:21.440
if you have achieved your purpose,
Uh, you know what, how has

504
00:36:21.480 --> 00:36:24.000
it changed everybody else's life? And
so purpose, way and impact These three

505
00:36:24.039 --> 00:36:29.679
stimple statements. As an example in
the in the article, we use Southwest

506
00:36:29.679 --> 00:36:30.400
Airlines. We sort of made it
up. We said, you know,

507
00:36:30.440 --> 00:36:34.519
their purpose was to democratize air travel. Right, you're now free to fly

508
00:36:34.559 --> 00:36:37.440
about the country. That's even their
motto today. The way they go about

509
00:36:37.480 --> 00:36:42.320
doing that is something functional, which
is a low cost. Right. They

510
00:36:42.320 --> 00:36:45.760
don't give you a bunch of peanuts
and perks and other crap. They they

511
00:36:45.840 --> 00:36:50.679
keep costs down and instead they do
something very human, which is humor.

512
00:36:51.119 --> 00:36:54.039
Right, So something functional about the
business and something very human, and that's

513
00:36:54.079 --> 00:36:57.840
to use humor to laugh and just
kind of get through the hasshole travel.

514
00:36:58.280 --> 00:37:00.400
And that's that defines them. Right, they're an airline, so I guarantee

515
00:37:00.400 --> 00:37:05.079
you they have safety as a core
value, but it's not it's not what

516
00:37:05.159 --> 00:37:07.679
they're known for. What they're known
for is humor. And so you kind

517
00:37:07.719 --> 00:37:09.639
of elevate that in that statement.
And then their impact statement, Right,

518
00:37:09.639 --> 00:37:15.239
if everybody can travel, lives are
enriched, families, you know, grow

519
00:37:15.000 --> 00:37:17.320
experience and you know, it's more
love, more experience in the world,

520
00:37:17.320 --> 00:37:21.599
whatever. It's something very aspirational,
but if you can achieve that purpose.

521
00:37:22.320 --> 00:37:23.880
So that's sort of a model that
we've we've developed that we think is really

522
00:37:23.960 --> 00:37:30.119
useful for people to take forward,
especially in the wake of this uh pandemic.

523
00:37:30.239 --> 00:37:32.800
Yeah, so two things I want
to comment on that really quick JP.

524
00:37:34.000 --> 00:37:37.679
First, back on the Southwest Airlines
example of you know, this is

525
00:37:37.719 --> 00:37:42.559
a company that MITT is often recognized
for it being, you know, consciously

526
00:37:42.599 --> 00:37:46.480
capitalistically run. The leadership is servant
in nature. I would also call it

527
00:37:46.519 --> 00:37:52.440
inspirational in nature. And for me, I do fly Southwest Airlines and I

528
00:37:52.480 --> 00:37:58.519
also have the remarkable experience and this
just shows so much about authenticity. I

529
00:37:58.599 --> 00:38:01.119
was flying here from Dallas too,
I think San Antonio one early morning.

530
00:38:02.280 --> 00:38:06.800
I'm like the last person on the
airplane and I hear all this commotion behind

531
00:38:06.800 --> 00:38:08.280
me, and I'm like, what
is going on? Are we you know,

532
00:38:08.599 --> 00:38:12.280
is there a problem with the airplane? Well, what's going on is

533
00:38:12.320 --> 00:38:15.320
herb Kelleher is getting on the plane
and he's causing this, you know,

534
00:38:15.440 --> 00:38:17.960
this comotion. For those of you
who don't know who the man is he

535
00:38:19.039 --> 00:38:22.760
was the CEO for years and I
think the co founder. And anyway,

536
00:38:22.800 --> 00:38:25.320
he gets on the airplane and you
know, the whole plane erupts, and

537
00:38:25.360 --> 00:38:29.000
then as we take off in the
sky, he gets up and he starts

538
00:38:29.039 --> 00:38:32.079
handing out peanuts. And then when
we get off the plane, JP and

539
00:38:31.800 --> 00:38:36.679
San Antonio. I mean, I'm
following this legacy of a man. And

540
00:38:36.719 --> 00:38:39.360
I'm not kidding you. It's like
the sea. Just people leapt from their

541
00:38:39.400 --> 00:38:44.280
seats and came to greet him.
And I thought, isn't that beautiful when

542
00:38:44.360 --> 00:38:45.800
you can do something like that?
And that's what I want for you,

543
00:38:45.840 --> 00:38:50.159
listeners, to be able to create
a life for yourself where you can be

544
00:38:50.199 --> 00:38:53.199
authentic, live your purpose and make
that kind of impact. That's what I

545
00:38:53.239 --> 00:38:57.360
want for you, right, So, such a great illustration when we brought

546
00:38:57.400 --> 00:39:00.800
up Southwest Airlines. The second thing
I want I want to say is what

547
00:39:01.000 --> 00:39:05.840
you do so beautifully. JP.
One of the many things that I admire

548
00:39:05.880 --> 00:39:09.159
about you is and that I try
to teach to my people and my leadership

549
00:39:09.159 --> 00:39:14.400
programs, is the importance of being
able to tell a story well, because

550
00:39:14.920 --> 00:39:17.840
that is the way that you can
enroll them into how they're aligned with the

551
00:39:17.920 --> 00:39:22.800
purpose, whereas the meaning for them
that they can drink deeply from. And

552
00:39:22.840 --> 00:39:25.760
it does take presencing, usually through
language to do that. And so if

553
00:39:25.760 --> 00:39:29.719
you could just say a couple of
things about that, it's your world,

554
00:39:29.760 --> 00:39:36.320
it's your your your craft, if
you will. Yeah, I mean storytelling

555
00:39:36.599 --> 00:39:38.679
at the end of the day,
is how people is what people remember.

556
00:39:39.199 --> 00:39:45.719
You know, more southern facts we
remember. We remember stories. And so

557
00:39:45.840 --> 00:39:50.159
the more you can tell a story, and there's studies that show, you

558
00:39:50.159 --> 00:39:53.840
know, our brains when we hear
a story, leave chemical traces that allow

559
00:39:54.599 --> 00:40:00.960
that aid and recall along the neural
pathways, and so we we remember stories

560
00:40:00.000 --> 00:40:04.800
are all more able to pass them
along and they just connect with people.

561
00:40:05.760 --> 00:40:08.800
And the other thing, too,
is that stories all have characters in them.

562
00:40:08.840 --> 00:40:12.920
And I think that one of the
things that's going to happen is we

563
00:40:12.960 --> 00:40:19.519
move forward in the months and years
ahead, is that people are missing connection.

564
00:40:21.480 --> 00:40:22.760
And that's the thing that we're creating
the most, and that's the thing

565
00:40:22.800 --> 00:40:25.840
that we're going to want the most
when we get out of the quarantine.

566
00:40:27.280 --> 00:40:30.480
And you know, the question of
how do you create the right kind of

567
00:40:30.480 --> 00:40:32.719
connection in the right ways with the
right audience is a is a big deal

568
00:40:32.760 --> 00:40:37.880
on how do you tell the right
story? And understanding character and characters and

569
00:40:37.920 --> 00:40:42.880
stories is going to be key.
And you know, for example, people

570
00:40:42.920 --> 00:40:46.039
who you could take Apple and Microsoft
is just two companies, and when when

571
00:40:46.119 --> 00:40:51.320
they have very different origin stories,
and yet you have people who would tattoo

572
00:40:51.360 --> 00:40:58.000
themselves with those with those h logos, and they're very different, but they

573
00:40:58.400 --> 00:41:02.119
are those companies and what they represent
is as much about the people as it

574
00:41:02.159 --> 00:41:06.519
is the company itself. So if
I tattooed myself, you know, the

575
00:41:06.559 --> 00:41:10.519
origin story of Apple was to be
a rebel right to think different, whereas

576
00:41:10.559 --> 00:41:15.440
Bill Gates was all about a computer
on every desktop. Couldn't be more sort

577
00:41:15.480 --> 00:41:20.760
of democratic than that. And it
really says more about the people who tattooed

578
00:41:20.760 --> 00:41:24.559
themselves or gravitate for that product than
it does even the companies themselves. So

579
00:41:24.679 --> 00:41:29.639
understanding the character of their audiences is
important. And one of the ways we

580
00:41:29.760 --> 00:41:32.719
do that is to use archetypes,
not only in the brand work that we

581
00:41:32.800 --> 00:41:37.679
do, which is archetypes have been
around for a long time. Carl Junget

582
00:41:37.840 --> 00:41:40.519
theorized at the turn of the century
that you know, these characters that we

583
00:41:40.559 --> 00:41:45.039
all recognize from tens of millennia of
storytelling are almost genetically imprinted on us.

584
00:41:45.039 --> 00:41:49.320
The hero, the jester, the
caregiver, et cetera. So they've been

585
00:41:49.360 --> 00:41:52.199
in advertising, but they're also in
cultures too, and we use some tools

586
00:41:52.239 --> 00:41:55.519
like culture talk as a survey instrument
that allows us to measure the presence of

587
00:41:55.599 --> 00:42:00.639
archetypes in the culture of our clients, in the differences within their cultures.

588
00:42:00.719 --> 00:42:05.360
Right, different departments are as companies
merge together the different archetypes that are there.

589
00:42:05.559 --> 00:42:09.079
Gives you a really powerful lens to
understand the culture, to understand people.

590
00:42:09.519 --> 00:42:13.280
We all know these characters, so
it becomes very innate. And then

591
00:42:13.280 --> 00:42:15.559
they all have a narrativelopment, so
it allows you to tell a story about

592
00:42:15.599 --> 00:42:22.880
them more easily and to and to
create storylines that connect understand yourself, understand

593
00:42:22.920 --> 00:42:28.039
your audiences, and connect with those
people and with a good story. So

594
00:42:28.519 --> 00:42:30.639
I and I, as you know, when we you and I both talked

595
00:42:30.679 --> 00:42:34.440
before about your archetypes, I think
they're incredibly powerful and give us access to

596
00:42:34.480 --> 00:42:37.960
understand, well, which one do
we tend toward an organization. Incredibly useful.

597
00:42:37.599 --> 00:42:40.840
So now let's tie this back because
it starts to sound kind of you

598
00:42:40.880 --> 00:42:45.519
know, Ouei and Guei here,
so we know the unate value of brand

599
00:42:45.519 --> 00:42:49.880
and culture. That's more of the
space that we live in the water that

600
00:42:49.920 --> 00:42:52.800
we swim in. But for too
many business leaders, these intangibles lack a

601
00:42:52.840 --> 00:42:58.199
concrete connection to financial impacts. So
how do you broach that topic with prospects

602
00:42:58.280 --> 00:43:01.239
or clients. Yeah, that's a
good question, and it's it's very difficult,

603
00:43:02.719 --> 00:43:07.000
But there are some very visceral truths
that we have sort of discovered and

604
00:43:07.079 --> 00:43:13.159
found. A lot of our clients
come through like the private equity channel.

605
00:43:13.239 --> 00:43:16.519
They are companies that are doing M
and A, they're privately owned, they're

606
00:43:16.559 --> 00:43:20.400
they're doing lots of acquisitions, and
so we've had a lot of practice having

607
00:43:20.480 --> 00:43:24.400
these conversations, and mergers and acquisitions
drive a lot of that work. And

608
00:43:24.719 --> 00:43:29.320
so here one of those truths is
that fifty two, you know, eighty

609
00:43:29.320 --> 00:43:37.960
percent it's estimated of M and A
fails to return what investors expected. And

610
00:43:37.000 --> 00:43:44.400
the reason is almost always culture.
Yep. And everyone is doing M and

611
00:43:44.480 --> 00:43:46.800
A or some kind of you know, there's a lot of inorganic growth that's

612
00:43:46.800 --> 00:43:52.119
happening. Everybody knows this, and
most ignore it. And so that's a

613
00:43:52.119 --> 00:43:58.559
pretty visceral they can all understand that, right, if you're gonna do any

614
00:43:58.599 --> 00:44:01.360
kind of merger acquisition, you know
there's a high, high likelihood that you're

615
00:44:01.400 --> 00:44:04.400
going to have a lot of pain
as a result of it. So people

616
00:44:04.400 --> 00:44:07.400
know that while that's not a direct
financial benefit, they know if they do

617
00:44:07.480 --> 00:44:12.440
it wrong, it's going to be
less of a positive outcoming out if they

618
00:44:12.440 --> 00:44:15.840
do it right. The second thing
is that branding culture are sort of a

619
00:44:15.880 --> 00:44:22.280
class of intangible assets that are considered
goodwill, and the other one would be

620
00:44:22.320 --> 00:44:28.719
intellectual property. KPMG has a study
out that shows that across something like seventeen

621
00:44:28.800 --> 00:44:31.280
different industries, and this is only
a couple of years old, maybe three

622
00:44:31.360 --> 00:44:37.679
four years old, across the seventeen
in different industries, the amount of purchase

623
00:44:37.800 --> 00:44:40.119
price that was allocated to goodwill,
I eat, you know, your brand

624
00:44:40.119 --> 00:44:45.599
and your culture was fifty percent,
meaning that half of what people are paying

625
00:44:45.719 --> 00:44:49.719
to acquire companies and half of what
you were selling you know, the value

626
00:44:49.719 --> 00:44:52.679
of what you're selling your company for
is tied up in these two intangible assets,

627
00:44:52.039 --> 00:44:59.199
and companies spend a tremendous amount of
time preparing for an exit or integrating

628
00:44:59.280 --> 00:45:04.559
after they've acquire a company. All
of these tangible systems and products, financials,

629
00:45:05.320 --> 00:45:08.679
all of this tangible stuff that we
invest in, and very little attention

630
00:45:08.760 --> 00:45:14.800
is paid to culture and and brand, and yet that is probably fifty percent

631
00:45:14.840 --> 00:45:15.840
of what the value of the company
is. And so a lot of what

632
00:45:15.880 --> 00:45:20.960
we do is we sort of socialize
this idea that you know, invest even

633
00:45:21.000 --> 00:45:23.159
just a little bit there and you
could have an outsized return on what you

634
00:45:23.159 --> 00:45:27.280
will sell the company for or what
it will be worth down the road.

635
00:45:27.800 --> 00:45:30.920
And then there's a lot of other
studies out there that you know, KPMG

636
00:45:30.159 --> 00:45:34.719
has and and E and Y through
their Purpose Institute, that show the value

637
00:45:34.719 --> 00:45:37.559
of you know, companies that have
a really strong purpose and how you know,

638
00:45:37.599 --> 00:45:39.679
I'm sure you're familiar with some of
those. The one that I love

639
00:45:39.760 --> 00:45:44.440
the most that I think just illustrates
the power of a of a of these

640
00:45:44.480 --> 00:45:47.360
intangibles and in particular good story,
is something called Significant Objects. It was

641
00:45:47.400 --> 00:45:52.480
a book. There's actually two versions
of the book, but it's a It

642
00:45:52.519 --> 00:45:55.199
was a study done by two writers
who wanted to test the theory that a

643
00:45:55.320 --> 00:46:00.079
purposeful story could improve the value of
a product and what it was sold for.

644
00:46:00.159 --> 00:46:04.400
So they literally went out and bought
I don't on a hundred items from

645
00:46:04.440 --> 00:46:08.320
you know, give thrift stores and
from backyard sales and these kinds of things.

646
00:46:08.400 --> 00:46:12.000
Put them up on eBay to see
what people would bid for them.

647
00:46:12.000 --> 00:46:14.599
And they were things like salt and
pepper shakers, little mirrors, combs,

648
00:46:14.599 --> 00:46:20.079
they just little The average price was
a dollar twenty five and that's what they

649
00:46:20.119 --> 00:46:23.320
got as bids. Then they took
those products down off of eBay and they

650
00:46:23.599 --> 00:46:28.800
hired professional writers to just write a
little backstory and nothing crazy. They didn't

651
00:46:28.800 --> 00:46:31.280
say, you know, this was
missus Lincoln's comb and mirror said, you

652
00:46:31.280 --> 00:46:35.719
know, just this came over on
a boat from Europe with my great grandmother.

653
00:46:35.760 --> 00:46:37.280
And here's what it meant. You
know, it's some kind of a

654
00:46:37.360 --> 00:46:39.760
story. And they put those products
back up and on average they sold for

655
00:46:39.800 --> 00:46:45.400
thirty six dollars yeah, which was
like you know, understand for thousand percent

656
00:46:45.480 --> 00:46:49.320
increase in what those And I really
just think that that illustrates the power of

657
00:46:49.840 --> 00:46:54.960
value in these intangibles and in a
good story. And you know how you

658
00:46:55.360 --> 00:46:59.800
make a company worth more and healthier
and happier, you know, through this

659
00:47:00.840 --> 00:47:02.480
well. And so from my vantage
point, JP, that just connects to

660
00:47:02.760 --> 00:47:07.800
people want to be part of or
connected to things that are meaningful or purposeful.

661
00:47:07.920 --> 00:47:12.199
Right, So if those salt and
pepper shakers came with Grandma who is

662
00:47:12.199 --> 00:47:15.800
your beloved, and she created all
these memories, and somehow you get connected

663
00:47:15.840 --> 00:47:19.519
to that space, and that's that's
where it is. I mean, it

664
00:47:19.639 --> 00:47:22.039
makes complete sense. I thought you
were going to go there when you started

665
00:47:22.039 --> 00:47:25.920
saying things. I'm putting things on
eBay. So we're almost out of time,

666
00:47:27.000 --> 00:47:30.760
JP, So I want I want
to give you a chance to choose

667
00:47:30.800 --> 00:47:34.440
one of the other questions, either
opportunities that you see going forward that we

668
00:47:34.519 --> 00:47:37.519
can adroitly navigate in this new business
world. One minute on that, or

669
00:47:37.559 --> 00:47:40.639
however else you want to leave the
listeners with. Which one do you want

670
00:47:40.679 --> 00:47:45.320
to choose? Yeah, I mean
I'll leave you just with one thought,

671
00:47:45.440 --> 00:47:49.280
which is that. Uh. First, you know you opened it by talking

672
00:47:49.280 --> 00:47:51.639
about hope. I think we definitely
want to give people hope. We will

673
00:47:51.679 --> 00:47:58.360
get through this. Humans have a
incredible capacity to adapt and we will.

674
00:47:58.400 --> 00:48:00.559
I think on the backside, if
we make the right leave the world better

675
00:48:00.920 --> 00:48:04.920
than we found it, I certainly
hope, so we'll be more prepared for

676
00:48:04.920 --> 00:48:07.559
the next time. This kind of
a thing happens, and as far as

677
00:48:07.559 --> 00:48:12.000
you know, one piece of advice, maybe for your audience, I would

678
00:48:12.000 --> 00:48:15.079
say, do the hard work to
define, you know, your brand,

679
00:48:15.119 --> 00:48:16.599
and your culture and your purpose,
but most importantly, put it in writing

680
00:48:17.639 --> 00:48:23.199
in simple terms that people can remember
that are universal, right, especially to

681
00:48:23.280 --> 00:48:27.199
the character of your audience. The
best example I think we have of this

682
00:48:27.320 --> 00:48:31.360
is the Declaration of Independence. We
argue about all things in this country,

683
00:48:31.960 --> 00:48:36.400
the Supreme Court Foreign Affairs, right, whether we go into quarantine or whatever.

684
00:48:37.519 --> 00:48:43.039
But everybody universally looks at that document
and thinks, yeah, I agree

685
00:48:43.039 --> 00:48:46.360
with that. And if you can
take that same approach in your own brand

686
00:48:46.360 --> 00:48:51.199
and your culture and your purpose and
put it in writing in universal ways that

687
00:48:51.199 --> 00:48:55.679
people recognize that are authentic and reflect
who you are, that can give you

688
00:48:55.760 --> 00:49:00.159
tremendous longevity and resiliency. And you
know, this country has survived for almost

689
00:49:00.159 --> 00:49:04.559
three hundred years, you know,
based on the ideals that were laid down

690
00:49:04.559 --> 00:49:09.440
in that document, and I'm optimistic
that that we will survive, you know,

691
00:49:09.559 --> 00:49:14.599
even another three hundred years as a
result of that. So beautiful way

692
00:49:14.639 --> 00:49:16.480
to finish. JP, thank you
so very much for coming on the show,

693
00:49:16.559 --> 00:49:21.320
sharing your heart, your soul,
your experience and helping us see a

694
00:49:21.360 --> 00:49:23.400
new way forward. Very much appreciate
it. Thank you Lis, It's been

695
00:49:23.400 --> 00:49:27.480
great. And for me to add
on to what he said, what I

696
00:49:27.480 --> 00:49:30.800
would just say is and we need
each one of you to really dig in

697
00:49:30.960 --> 00:49:34.880
and from your purpose, your authenticity
to contribute to the world that we want

698
00:49:34.880 --> 00:49:37.480
to create for ourselves. So that's
we need you individually as well, So

699
00:49:37.519 --> 00:49:40.159
please join us in a movement to
create the world that we all want to

700
00:49:40.159 --> 00:49:44.559
live in. So if you want
to learn more about JP LaCour and the

701
00:49:44.679 --> 00:49:47.559
working in his team are doing it
Brand Foundations, go to the website it's

702
00:49:47.639 --> 00:49:52.840
just brand Foundations dot us. Last
week, if you missed the live show,

703
00:49:52.880 --> 00:49:55.400
you can always catch a via recorded
podcast. We were on the air

704
00:49:55.400 --> 00:50:00.679
with Hector Garcia talking about the delightful
book he co authored called The Book of

705
00:50:00.719 --> 00:50:05.320
Ichigo Ichia the Art of making the
most of every moment, the Japanese way.

706
00:50:05.559 --> 00:50:07.559
Timely, as we shut ourselves away
at home, I thought, next

707
00:50:07.599 --> 00:50:12.639
week we'll be on air with David
Grayson talking about the linky scenes between purpose

708
00:50:12.719 --> 00:50:15.960
and ethics and five attributes of leadership
to sustainability. See you there, Remember

709
00:50:15.960 --> 00:50:19.320
that work is at least a third
of our lives, so let's work on

710
00:50:19.400 --> 00:50:28.320
purpose. We hope you've enjoyed this
week's program. Be sure to tune in

711
00:50:28.360 --> 00:50:32.079
to Working on Purpose, featuring your
host, Alice Cortez, each week on

712
00:50:32.159 --> 00:50:37.920
the Voice America Empowerment Channel. This
week, find your life's purpose at work.