Why White Paper

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A different kind of experience for those who want to be Greater, Faster.

There are over 25 million businesses registered in the United States. Only 20,000 take in more than $100 million in revenue (less than 0.1%) and an even smaller fraction reach $1 billion in revenue. Building a large enterprise that can support and reward many employees and customers is rare. This paper shares ideas on why some companies thrive much more than others and why Berlin Packaging has been able to excel in the packaging industry by embracing a Greater, Faster spirit.


The best companies send a clear beacon of WHY they exist. Some companies are able to capture the hearts and minds of consumers. Consider these leaders and what they stand for:

Think different

You are now free to move about the country

The relentless pursuit of perfection

Just do it

Building a smarter planet

Transforming the way we work

The miracles of science

Innovation Each of these companies communicates WHY they

Listed above are ad slogans, but behind the

exist. They share their passions, and they draw in

marketing lies real culture and beliefs.

customers and employees that share these passions. BerlinPackaging.com

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The WHY is more important than WHAT is sold or HOW it’s offered. To stand above others, the best companies

and also think differently. If Apple were to make

succeed not because of WHAT exactly they sell

televisions or automobiles, there would be people

or HOW they go to market. Instead, the best

who would line up to buy them because Apple’s

companies win because of the thought and energy

WHY resonates with them. It’s not about WHAT

they put into their WHY and how that WHY rings-true

Apple sells; it’s about WHY they do it. The same is

with the marketplace.

true with Southwest. Southwest’s WHY is focused on the democratization of air travel. Every person

Sure, Apple sells computers, phones, and music,

deserves a seat and respect; every person deserves

among many other things. These items and systems

love. This has struck a chord with many people who

have great processing power, are beautifully

show their love and loyalty back to the airline.

designed, and are easy to use. But there are many other companies that sell even more powerful computers or phones with larger, even more beautiful screens. And Southwest flies over 100 million passengers every year between almost 100 cities. Their flights are affordable and

The best WHYs are truly emotional, visceral, and

on-time. But there are many other airlines serving

clear. They capture a crisp feeling, they inspire you

these and many more cities.

to action, and they may give you goose bumps. The best WHYs act as beacons to customers,

So what makes Apple one of the most valuable

employees, and suppliers.

companies in the world and Southwest the only airline that’s been profitable for 40 consecutive

WHY needs to be authentic. People can see through

years? Apple and Southwest are different in that they

marketing mumbo jumbo and half-truths. Winning

are clear in their WHY. Apple challenges the status

with WHY requires walking the talk every day.

quo; they appeal to those who imagine new futures

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Berlin Packaging’s WHY is to help you be Greater, Faster. Berlin Packaging is dedicated to those who:

This WHY is unique in the packaging industry. No other company starts with an emotional beacon.

Aim to dominate and blow through obstacles;

The packaging industry is obsessed with WHAT.

are unstoppable.

This isn’t inspiring.

Want to achieve more.

Want to succeed, ascend, elevate, and get more

Instead, we wear our intent on our sleeve, and

out of their business and their lives.

we’re proud to help businesspeople and companies

Are uncomfortable with the status quo.

succeed. We are like a fierce boxer, a hungry shark,

Are proactive about change.

a performance jet, a determined mountain climber,

See the world through optimistic lenses.

or a speeding train. We are unstoppable.

Feel that anything is possible with the right

We are a juggernaut.

approach and effort. •

Want to control their destiny.

We attract employees that derive joy from building

Expect more from those around them.

businesses and striving to accomplish great things. We want to attract customers and suppliers that share our same mindset.

BerlinPackaging.com

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We support our WHY with a well-tuned HOW. We’ve cultivated our Greater, Faster mindset for over 25 years. We’ve built our HOW to support and fuel our WHY. We allow our customers to control their destinies and become Greater, Faster by: •

Living our customer-focused mission. •

We aim to increase the bottom lines of

deep network.

our customers. •

Packaging is just the currency we use •

Being a Hybrid Packaging Supplier . We combine the best elements of

manufacturers, distributors, and value-added service providers into a differentiated business model. Learn more at PaintTheTarget.com. • •

We specialize in inventory management so our customers don’t have to.

®

We have tremendous purchasing clout to drive down costs.

to do this. •

Leveraging our supply chain experience and

We appreciate the importance of speed and reliability in winning in the market.

Operating robust systems that underscore a passion for precision.

We quantify our value and walk our talk.

We have invested in a world-class Oracle

Engaging a superior team with Anything is Possible

software system that’s so valuable we call

and Customer Thrill mindsets.

it Fortitude.

®

We invest heavily in recruiting the right traits

We became ISO 9001 Certified in 2004.

and training the right skills. •

We abide by a HR strategy that motivates and rewards our employees for excellence.

We instill a customer-experience focus in everything we do.

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Ultimately, we deliver all of this through our WHAT. We provide packaging products and services for customers of all types across all industries. Our WHAT includes: •

Broad product offering.

Superior service execution. 99%+ on-time delivery every month for over

Over 33,000 SKUs.

Custom packaging, graphic design, and

10 years, with more information at

brand strategy from our Studio One Eleven

99PercentOnTime.com.

design division.

Dedicated Quality team that advocates for you.

Specialty product solutions, including

Customer touchpoints infused with our

Dangerous Goods UN-packaging, Qorpak lab

focus on POKER service (Proactive, On-time,

supplies, and Freund Container convenience.

Knowledgeable, Easy to do business with, and Responsive).

Relevant to your needs. •

Wide array of industry experience and packaging knowledge.

Over 90 locations so we’re close to you.

Lower total system costs.

• •

Leading Net Promoter score.

Business partnership. •

Consulting and financing to help you unlock growth and profits.

Quantified value through semi-annual Business Reviews.

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Are there learnings here for you and your business? WHY does your business exist? WHY do you get out of bed in the morning? Are you communicating this as a beacon to your customers and employees? What about your supply chain partners? Do they share the same passions you have? Focusing on your WHY is simple to grasp but hard to get right. Driving to an authentic, emotional, powerful statement of WHY can help you re-focus your business and catalyze a fresh look at WHAT you offer and HOW you do so.

Learn more about the power of WHY.

Transform yourself with Berlin Packaging.

Simon Sinek made a thought-provoking speech at

Berlin Packaging is not for everyone.

TED Talks. See it here: TED.com/talks/simon_sinek_

But if you are hungry to be Greater, Faster,

how_great_leaders_inspire_action.html.

then we are ready to begin.

You can learn more about Simon and his approach

You can learn more about our HOW and WHAT

at StartWithWhy.com.

at BerlinPackaging.com. Give us a call to experience our spirit and unique attitude. You can reach us at 1.800.2.BERLIN.

BerlinPackaging.com

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