By Andrew Dalglish - 4th October 2017
B2B is rational, right? Businesses buy from other businesses because they offer the best combination of product and price. And employees choose to work at your company because of the salary. Simple. Except it’s not.
It’s critical to remember that businesses are really just groups of people bound by shared objectives, and therefore intangibles – feelings and emotions – play a huge role in business decisions every day.
As a buyer, do I like the business I’m looking to purchase from? Do I trust them? Do I respect them? Does it feel good to be associated with them?
As an employee, am I excited by what we do? Do I want to tell my friends about it? Am I happy to arrive at work in the morning? Am I proud of my company?
These are questions that matter just as much – more in fact – than ‘what’ and ‘how much’. And it is here that a company’s purpose plays a critical role. Purpose inspires, aligns and motivates. It is the essence at the heart of business emotions.
We’ve recently partnered with our friends at Radley Yeldar to produce the Fit for Purpose report. In it we debunk 10 myths about corporate purpose, challenging the belief that:
Take a look at the report here.
Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.