What do we have that is worth

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The Big Idea


It is currently on everyone's lips, and recently the largest bank in our country also has one: "purpose" - an overarching corporate purpose, an intention, a determination that is greater than the positive closing of the business income statement at the end of the year.

That makes sense, because consumers today are not just looking for services and products; they also demand attitudes. They want to know what companies think about things. They don't just vietnam rcs data want "value for money," they want "values ​​for money."

Is a purpose statement and a collection of mostly completely interchangeable “good deeds” enough?


A company cannot be everything for everyone. It has to stand for something that is clearly recognizable. It needs a big idea. A "big idea."

Rather, the crucial question is: joining us?

A Big Idea must do four things: First, it must make the company valuable to consumers – by meeting real people's needs, both those of today and those of tomorrow, both practical and emotional. Second, it must clearly differentiate the company from others – this is crucial if customers are to buy from it and employees are to work for it. Third, it must connect people – create a sense of belonging for both customers and employees. And fourth, it must celebrate people's diversity – a Big Idea creates unity around the idea, but never uniformity among those who subscribe to it.