Go ahead. Start a movement. The Purpose-Driven Marketing Manifesto Joseph Ranseth I believe that marketers will save the planet. I’m not a fatalist, but I think the world needs change—desperately. Economic disparity, social injustice, and environmental crisis are pervasive. As much as we’d like to pretend they don’t affect our daily reality, they do. We all know something needs to be done, so why does it seem that society as a whole is so apathetic to these and other pressing issues? Far more importantly, what can we do to change it?

History gives us some clues. Marketers Know How People Those who have dramatically altered the course of Make Decisions history for the better—Gandhi, Martin Luther King, While some marketers focus on the tactics and Mother Theresa, Jesus, etc.—have all been master mechanics of marketing, all truly good marketers marketers. We may not traditionally think to apply know how the human brain works. We invest that label to them, and they may not have self- hours and resources into understanding the identified as marketers, but they were among the decision-making process as a whole. We know, as best marketers the world has known. many do, that people make decisions based on Let me explain. emotion and justify those decisions with logic. So, Let’s start with the definition of marketing. While we study specific emotional triggers that will lead many people only see marketing as promoting people to take the desired action—which usually something to sell more of it, I see it as the involves buying our product—and then we craftily management process of moving something from present logic to appeal to the rational brain to concept to consumer. mitigate buyer’s remorse. We read research papers Marketing: the management process of moving that detail the heuristic models of the brain to something from concept to consumer. identify the path of least resistance to engineer a desired outcome. We know what words to write, Those historical figures above were marketers. colors to use, and sounds to employ to create the They moved ideas, from concept to consumer, necessary emotional and physiological states in to achieve great outcomes. There are some potential customers to get people to do exactly distinctions that I’ll touch on later, but, for now, let’s explore how avatars throughout history mirror what we want. modern marketing professionals. This knowledge is a super power of sorts.

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada To borrow the wisdom of Uncle Ben in Spiderman: years and had created relative success. However, “With great power comes great responsibility.” he taught me something that shifted my paradigm It’s critical that we yield these marketing super completely. He said, “Joseph, if you want to be powers responsibly. Comparing modern marketing successful, learn to integrate the spiritual with the strategies with those of master marketers secular.” I didn’t fully comprehend it at the time, throughout time, it’s clear that we are selling but I came to understand that he was talking about ourselves short. a deeper, more profound level of success than the In essence, we need to use our super powers for typical metrics known to marketers—something good, not evil. beyond conversion rates, ROI, and profit. To be spiritual, he taught me, is to see—and be driven How can we tap into the same knowledge base by—something that transcends us as individuals. and skill set as those who have shaped history It’s about seeing something bigger than ourselves. for the better, and still find ourselves pushing What he taught me mirrors what we learn in the products to people who don’t really need them? familiar parable of the three stonecutters. The answer to this question is the very heart of purpose-driven marketing. “...if you want to be successful, What is Purpose-Driven learn to integrate the spiritual Marketing? with the secular.” One of my earliest mentors was Stephen Covey, Dr. Stephen Covey author of 7 Habits of Highly-Effective People and other seminal texts. Prior to meeting Dr. Covey, I On his journey, an old traveler came upon a stone had been working in internet marketing for several quarry where three stonecutters were working.

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada He asked the first, “What are you doing?” Without even looking up, the weary laborer replied: “I am cutting stone, and I am getting callouses on my hands.” To the second, he asked the same question, “What are you doing?” The second man stopped, looked the traveler in the eye and said, “I am earning an honest day’s wage so that I can support my family, whom I love.” To the third, he asked the same question, “What are you doing?” and the third man responded by lifting his gaze VICTIM high toward the heavens and saying jubilantly, “I am building a cathedral to glorify the Most High.”

We can do the same things but get different results when we’re driven by different reasons. What they were doing—cutting stones—was the same, but why they were doing it was vastly different. One motive was menial, one was noble, and the third was spiritual. The third man was working for a cause far bigger than he, or any one person, could complete on their own. This simple diagram explains the root of all drama Purpose matters greatly to what we’re doing we experience in our lives. The narrative is that as marketers. of the standard fairy tale: the damsel in distress (victim) is captured by the evil dragon (villain) Why are modern marketers and is helpless until the knight in shining armor (hero) rescues her. Now, one may contest that this different from Gandhi? specific narrative is sexist, but the actual roles So we know how they’re the same, but let’s transcend gender—we all experience them on a explore how modern marketers are different, regular basis. using a practical example. To understand how Anytime we feel a problem is out of our control, modern marketers differ from the historical greats, we slide ourselves into the victim role. Whoever or we should explore a third category: therapists. whatever is causing the problem is the villain, and Psychologists also understand how people make whatever is our imagined solution (winning the decisions. They know what drives us to do the lottery, finding a better mate, etc.) sits in the hero things we do. However, they use that knowledge role. We see it in dating: “Oh, my ex-boyfriend was differently that most marketers do. For example, such a lazy jerk. If only I could find someone who consider the drama cycle. was motivated.” We see it in politics: “Candidate

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada X is the one who caused all the problems you’re Transactions vs. Transformation facing. Vote for me and I’ll fix everything.” It’s not The same knowledge can be used in different ways. surprising that the drama cycle dominates modern Just as the difference between marketers and advertising: therapists is only a minor distinction (in theory), “If you’re using one of those ‘other brands,’ you so the difference between marketers and the world aren’t getting the quality/price/service that you leaders who’ve left a positive mark on the planet is deserve. Switch to our brand!” also a minor distinction. The thing to note is that these are only roles. They Like marketers, they also understood human are completely fictitious; they exist only in the behavior, but like therapists, their purpose—what mind. When we eliminate drama, we reclaim our drove the use of that knowledge—was different. own power and look at ‘problems’ objectively, free While marketers use the knowledge of how from disempowering, blaming roles. people make decisions to engineer transactions, Both marketers and psychologists know the drama true leaders use it to engineer transformation. cycle well. The difference is that whereas therapists They both change behaviour, but they do it would seek to remove people from this triangle, quite differently. marketers would drive them deeper into drama. While therapists seek to liberate people from You can change human behavior in two ways: the negative effects of their emotions, marketers addressing disciplines or addressing disposition. would enslave people to their emotions. You can change someone’s behaviour from the outside by motivating them through external This has got to stop. pressures—like sales that trigger scarcity reactions, fear, etc. to create a transaction. Or, as George Sheehan so succinctly pointed out, “what changes our values changes our behaviour.” True leadership—true marketing—changes people from the inside out. It’s transformational. When you change someone’s behaviour, you have them for a moment, but when you change the way someone sees the world, you have them for a lifetime.

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada This concept is not just idealism. It’s essential to sustainability but if we stop there, we stumble. improving sustainability in our marketing efforts When our goal becomes maximizing profit, we and business practices as a whole. Far too often we focus on efficiency rather than effectiveness. We sacrifice long-term goals (what we want most) for treat people like resources instead of like members short-term profit (what we want in the moment). If of the team. We sacrifice ethics. We compromise we pursue money and profits at the expense of the on the environment. What is our social mandate? more important things, or compromise our values That’s our 115 meters. Profit is our 100 meters. or timeless principles, we’ve sold ourselves short, Profit should not be a goal; profit is a by-product and sold ourselves out. Instead of taking the path of of doing business properly. least resistance that we are accustomed to, we need to start embracing the path of greatest influence. 3-Step Blueprint for Changing the World When you change someone’s If we are to have the same impact as those who behaviour, you have them for a have changed history, we would do well to follow moment, but when you change their blueprint. Whether we’re talking about Gandhi liberating a nation, Dr. King eliminating the way someone sees the world, racial oppression, Mother Theresa fighting you have them for a lifetime. poverty, or Jesus creating a movement that would last 2000 years, we can see that they all had three When keynoting at conferences, I often show a things in common: picture of Usain Bolt’s world record sprint and I ask the crowd, “How far did he run?” People A Big Idea has the power to answer that he ran 100 meters, which, I point out, is actually incorrect. He, and the other racers, change people’s behaviour actually ran about 110–115 meters. However, we because it transforms the only measure the first 100 because only the finish line ‘counts.’ What we don’t realize is that he didn’t way they see the world. run merely to the finish line; he ran through it. 1) A Big Idea. We aren’t just talking about You don’t set a world record by hitting the most innovation here. It isn’t about a “eureka!” discovery, obvious metric (the finish line) and then stopping or a new product or service (although it may instantly. You have to set your sights further. You include those). What we’re talking about here is have to have a more sustainable vision. That’s why the expression of something timeless and eternal. racers run 115 meters. Something spiritual. What concept or principle would you be willing to live for? Or die for? Your Big Idea is a purpose or idea that transcends yourself—

START PROFIT PURPOSE or any one person—as in individual. It’s something we are committed to seeing accomplished … even Let’s consider the finish line as a metaphor for if it doesn’t happen in our lifetime. A Big Idea has profit. As marketers, we need to shift our paradigm the power to change people’s behaviour because to go beyond the finish line—chests lifted, it transforms the way they see the world. It’s looking beyond profit. We need financial gain for something that people can buy into, that they can

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada feel a part of, and that will unite them despite the words to his speech, we almost universally differences that may have otherwise kept them understand that his message was about equality apart. Think of how Gandhi brought together and unity. He was able to articulate his Big Idea both Hindus and Muslims in the idea of a in way that transcended the perceived barriers united India. between people and united them for a larger cause. 2) A Clear Message. I teach PR & Marketing at the A clear message explains in very few words what University of Winnipeg. In one of my discussions, could easily occupy a library. A clear message is I hold a picture of Dr. Martin Luther King delivering communicated in a way that nearly all people can his famous speech at the Lincoln Memorial on understand. It stirs emotion. It is said that a good August 28, 1963, and ask “what is his message?” teacher is able to understand those who don’t The students respond unanimously with the easily explain themselves, and explain to those who words “I have a dream” don’t easily understand. and then paraphrase the A Clear Message does the same. part where he described children being judged 3) Evangelists. To push a worthy message forward, by the content of their you need an army of advocates for the cause. Dr. character and not by the King didn’t get 250,000 people to Lincoln Memorial color of their skin. Though on his own efforts. He had an entire host of people we may not all know working on behalf of the cause. These are people

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada that subscribe to our Big Idea, that understand the understand that if they get someone who will buy Clear Message, and have the passion to share it into your way of thinking, your Big Idea espouses, with others. With the evolution of the internet and they will be a future customer and a current social media, we live in an unprecedented time advocate for you right now. to build our army of advocates. While many see social media as merely an opportunity to build Using Marketing to Promote Unity an audience to consume the content we publish, The world changers I’ve mentioned used these transformational marketers tap into the viral effect three tools to engineer large-scale transformation, by creating a message that people will share with but they also had one other thing in common: their audiences as well. their words and actions all underscored the In addition, savvy marketers also realize that profound truth that we are all one. Despite our not everyone needs to buy the product for our many differences, we need not be divided. Any line campaign to be successful. Short-term, profit- of thinking that results in an ‘us vs. them’ - racism, focused (100m) thinking will evaluate a marketing economic division, or an accusatory marketing campaign based on whether a prospect who sees campaign - is based in scarcity and lack. Our our message buys what we are selling. Purpose- differences shouldn’t drive us apart, they should driven marketing understands that even someone be celebrated. Truth thinks in terms of “we” and who doesn’t buy our product can still be an “us.” It unites us, rather than divides us. advocate on our behalf if we give them content The world doesn’t need another unique selling worth consuming and spreading. proposition, it needs organizations and individuals that will step up as leaders and inspire the world to When building your army of advocates, focus on be a better place. finding people who will spread your message, not just buy your product. Smart marketers Change begins now, let’s get in the game.

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada About Joseph

Joseph Ranseth has been a pioneer in Internet Joseph invites marketing since 1999, specializing in high-impact all individuals Social Media campaigns since 2007. He has been and businesses featured for success in viral marketing by industry to improve their publications such as Advertising Age, on national communities along television including Fox News, CBS, etc. He has also been recognized several with their bottom times by the Huffington Post for using social media to inspire the world. line through Joseph is the founder of Vine Multimedia, a digital marketing agency with a socially-minded social purpose. Designed with social benefit in mind, Vine’s business model marketing practices. allocates a significant amount of time to helping non-profit agencies and returns company profit back to the community either directly or through social awareness campaigns. A popular speaker, Joseph has appeared on the TEDx stage and in numerous industry conferences, passionately sharing the principles of purpose-driven marketing and transformational leadership in the digital age. Drawing on the examples of those who have shaped history, Joseph invites all individuals and businesses to improve their communities along with their bottom line through socially-minded marketing practices. Joseph also shares his expertise in teaching PR & Marketing at the University of Winnipeg, and is a frequent guest lecturer at other institutions. His ability to combine powerful principles with practical application resonates with the up-and-coming generation and has inspired many entrepreneurs and leaders, new and seasoned alike. An active volunteer, Joseph believes that the best way to change the world is by starting locally. He sits on committees for several local charities, including the United Way of Winnipeg. He is on the board of directors for the National Autism Association in the U.S. and several local charities in Winnipeg. His favorite volunteer role, however, is that of Big Brother. Living on a small farm just outside of Winnipeg in an almost off-grid home that has no television or internet, Joseph enjoys spending time with his wife Tricia and their beautiful daughter, Winter. For more information on Vine Multimedia, visit: VineMultimedia.com Or to book Joseph to speak visit: JosephRanseth.com.

josephranseth.com | 204.289.0859 | 410 – 321 McDermot Ave | Winnipeg, MB R3A 0A3 | Canada