_ The Good Business
In the future, business will have a greater impact than anyone else in solving society’s biggest challenges.
I see you
_ wearetank.com.au
Do you see me?
Understanding people, our instincts and what drives us as human beings, is at the heart of building brands that have meaning within our lives. This book will introduce you to a different type of business. A business that works with purpose-driven leaders and understands that leadership at all levels needs empathy to create change. The world doesn’t need another ‘creative agency’ with big ideas and shallow promises.
_ Understanding people
What we need are businesses that have a complete understanding of the impact of balancing positive purpose and profit. Businesses that understand good design solves problems, that creativity is an inherent trait within humanity. That creativity can change the world. We need partnerships that are focussed on creating positive social impact, creating meaningful profit and solving real-world problems – not creating them.
_ Understanding people
“If you don’t understand people, you don’t understand business.”
Simon Sinek Author of ‘Start With Why’ and ‘Why Leaders Eat Last.’
A new way
A HUMAN CENTRED APPROACH TO CREATIVITY This means we start with empathy and use human-centred design methods in everything we do.
_ A simple vision
When we first started Tank, we had a vision of bringing together a range of creative disciplines to inspire new ideas and collaborate with leaders who wanted to create positive social impact and meaning in the work they do.
Co-founder, Richard Foster
NO N JUST ME
NOISE EANING
What is a purpose-driven leader?
PURPOSE DRIVEN LEADERSHIP We work with a new type of leader.
A leader that balances purpose and profit.
_ A new type of leader
We work with leaders who have vision and purpose. Leaders who work at the intersection of their talents, passions and strengths in service of the greater good, for organisations that do no unnecessary harm.* This leader is an entrepreneur, a strategist, a design thinker. A visionary ready to make things happen at the drop of a hat with human-centred, empathic tools at her disposal. She sees opportunities where others see obligations and owns both success and failure in equal measure.
* Thank you to Carolyn Tate and Yvon Choinard for inspiring our definition of purpose-driven leaders.
PURPOSE-DRIVE
ENTREPR STRATE DESIG VISION
_ A new type of leader
EN LEADERS ARE
RENEURS EGISTS GNERS NARIES Further reading Rise of the DEO, Leadership by design Maria Giudice and Christopher Ireland newriders.com
PURPOSE-DRIVEN
BUSIN BRAN CULT EXPER IMP
N LEADERS DRIVE
NESS ANDS TURE RIENCE PACT
WE WOR PURPOSE LEADERS T MEANI IMP
_ Our purpose
RK WITH E-DRIVEN TO CREATE INGFUL PACT Read our purpose wearetank.com.au/purpose
The Good Business
A SUITE OF PROGRAMS TO DELIVER MEANINGFUL IMPACT
In our business, strategy and execution don't exist in silos – problems are articulated with clarity. Coming up with ideas is about finding the broadest range of possibilities and both strategy and execution are iterated upon based on learnings and insight. Our programs are delivered in a simple framework we call The Good Business. A framework that blends the best of humancentred design, user experience design and brand development into simple programs with clear deliverables and methods that are both collaborative and inclusive.
_ Program Summary
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The Good Business Program
Human-Centred Brand Development
Business strategy with empathy and purpose
Brand development with a purpose-driven centre
Partnering with organisational leadership and executive teams to ensure that business strategy has positive purpose built in.
Using a more human-centred approach to develop brand strategy that is intrinsically linked to business purpose.
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Purpose Empathy Values Narrative
Naming Brand strategy Brand identity Brand styleguides
_ A suite of programs to deliver meaningful impact
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The Meaningful Culture Program
Designing meaningful experiences
Creating meaningful impact in the world
A culture that lives and breathes the organisational purpose
Experiences that are relevant, topical and delightful
Understanding the impact the organisation has on the people it serves
Engaging executives and human-resources managers to help live the business purpose, brand values and give them a framework to develop a rhythm of activity that brings them together as a team.
Through a deeper understanding of people's needs, we design communication experiences with empathy and purpose.
Helping organisational leaders better understand the needs, experiences and aspirations of the people it services.
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Brand training Living our purpose The new employee experience
The customer journey The design of service Communications strategy Content strategy
Understanding our community Understanding our people Human-centred design for teams Envisioning tomorrow
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The Good Business Program
The program roadmap
01 Purpose
02 Empathy
03 Values
• Purpose statement • Purpose Keynote
• Persona development • Empathy map of needs • Core customer description • Persona Keynote
• Organisational values • What do our people value?
_ The Good Business Program
Partnering with organisational leadership and executive teams to ensure that business strategy has positive purpose built in.
In the future, it is business that will have the greatest impact than anyone else in solving society’s biggest challenges. And these businesses will have a conscience that balances profit with purpose and develop products and services with deep regard for the customer and ensuring that all stakeholders are catered for.
The Good Business is driven by courageous leaders who understand deeply the needs of the customers they wish to serve. These leaders use empathy and purpose to drive their strategic plans. They are decisive and purposeful, and lead cultures where debates are healthy and plentiful. Empathy is for empowered consumers and employees – and it provides a product and service that fits their needs.
04 Narrative • What is the story we tell? • Our narrative
Further reading McKinsey & Co: Connecting strategy, goals and meaningful purpose goo.gl/VNKNkc
The leaders of these businesses drive a core purpose and set of beliefs that they can call on to motivate and inspire the people that work for them – and as a tool to partner with like-minded organisations.
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Human-Centred Brand Development
The program roadmap
01 Name development
02 Brand strategy
03 Brand identity
A name development program that is collaborative and embraces co-creation to deliver a series of name ideas towards a short list.
• Brand positioning • Brand vision • Brand architecture • Brand personality • Origin story • Brand experience vision • Brand culture vision • Brand impact vision
• Creative strategy • Brand visual language • Brand verbal language • Brandmark • Brand symbols
_ Human-centred Brand Development
Using a more human-centred approach to develop brand strategy that is intrinsically linked to business purpose.
The human-centred brand takes the empathy developed in strategic planning and ensures it influences heavily the development of the organisational identity. These brands connect with us at a deeper level – their origin story is far more memorable and compelling.
04 Brand styleguides A brand styleguide allows those that handle the identity to work from one consistent framework. • Brand styleguide
From Lonely Planet’s ‘park bench’ founding story to Patagonia’s revelation to become a more responsible company that does no unnecessary harm are cases in point. Stories that unite customers, staff and stakeholders alike. Stories that bind people together and drive them forward towards a common goal. Stories that create identity.
The meaningful brand identity is borne of co-creation, collaboration and an immersive understanding of the key markets the business serves. How else can we create the organisational identity if we don’t know how it will connect with the people it serves?
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The Meaningful Culture Program
The program roadmap
01 Brand training
02 Living our purpose
03 T he new employee experience
Designing a suite of training methods that ensure the organisation has: • brand guardians • brand advocates • brand ambassadors
Engaging with leadership teams to develop ideas and methods to bring the business purpose to life within their organisations.
Designing and automating an on-boarding experience for new employees that introduces them to the business and culture.
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Photo: Chang Liu, Flickr
_ The Meaningful Culture Program
Engaging executives and human-resources managers to help live the business purpose, brand values and give them a framework to develop a rhythm of activity that brings them together as a team. Engaged and inspired employees stay longer, do the best work of their careers and are the first to champion the business purpose. We search for meaning in our relationships, through art, through our spiritual endeavours and increasingly in our work. We spend the largest portion of every day working and we want to believe that our contribution matters and has a positive impact on the world.
We must create a meaningful culture within our organisations. A message that is more than just systems and processes that lead to the end profit. Profit is only a by-product of doing business, not the end game, and if the only understanding of why the company is in business is to make a profit then the culture of the company fails. Both employees and stakeholders need a ‘why’ that can connect with them emotionally.
The meaningful organisation hums with a rhythm of activity that lives and breathes the brand and heads in the same direction. New employees are welcomed and introduced to the organisation’s business strategy, brand and culture in a methodical, meaningful and impactful way – a way that has them proudly saying to their friends and partners, “I work here!"
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The Meaningful Experience Program
The program roadmap
01 The customer journey
02 The design of service
03 C ommunications strategy
Designing a suite of training methods that ensure the organisation has:
Mapping the current service experience highlighting the reality and innovating the opportunities.
Developing communications strategy that is meaningful and measureable.
• brand guardians • brand advocates • brand ambassadors
• The service blueprint
_ The Meaningful Experience Program
Through a deeper understanding of people's needs, we design communication experiences with empathy and purpose. No noise, just meaning.
We want anyone that comes into contact with the organisation to walk away feeling valued and we want to partner with businesses that share our ethics and beliefs. To do this we must deliver an experience that goes beyond 'advertising messaging' and 'taglines' – artefacts of a world gone by. In reality customers – staff and stakeholders – don’t care about our organisations (business and brands) all the time. In truth, they’re not even thinking about us most of the time.
04 Content strategy Developing content workflows and strategy that delivers customers, employees and stakeholders relevant, topical, informative and meaningful content.
People care about the way they feel and the way they are made to feel. When engaging with an organisation we seek experiences that are relevant, topical, informative and altogether meaningful.
Delivering useful and meaningful content goes beyond soulless advertising that exists as an end to itself (we all know those ads we laugh at and soon forget the product).
Experience mapping generates insights, highlights areas to innovate and builds a stronger future for the relationship between stakeholder and organisation.
The meaningful experience stays with us.
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The Meaningful Impact Program
The program roadmap
01 Understanding our people
02 Understanding our community
03 H uman-centred design for teams
A suite of human-centred design methods that help you better understand the people inside your organisation – their needs, their experience and their aspirations.
A suite of human-centred design methods that help you better understand the people in your community – their needs, their experience, aspirations and how they're using your product, service and communications.
Training programs to teach leadership teams how to use human-centred design methods within purpose-driven organisations.
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The Meaningful Experience Program
Using human-centred design to create meaningful impact in the world you live in by better understanding the people you're in business with.
Meaningful impact is the type of impact that is measurable, transparent and ethical. It helps people and the environment, and doesn’t shirk its responsibilities. Fulfilling corporate responsibilities and committing to sustainable practices and fair trade wages are just the beginning.
04 Envisioning tomorrow Our design team (with your design team) will envision the future of your industry, culminating in a booklet and online presence that you can use to inspire innovation.
A truly meaningful organisation will find a way to link its commercial interests with its desire to make a difference, and not concentrate on one to the detriment of the other. Meaningful impact begins with understanding the people at the centre of your business – your people and the community you serve.
_ Tank
We seek to work with businesses that stand for something. The businesses we work with refuse to speak jargon. They share similar values to us and embrace the journey to communicate with meaning.
Tank wearetank.com.au
_ Tank
Our clients believe in something and give back to the world with a healthy balance of commerce and positive social impact. They're not afraid to say “This is our line in the sand.�
Tank wearetank.com.au
_ Organisations we have worked with
_ Tank
“Congratulations on the development of the Bank Australia brand. It’s a strong brand both in image and substance and your work has helped take 10 years of work in sustainability and make it mean something more. The focus on our target markets has been great to observe which just proves that you live and breathe the human-centred design approach. I look forward to working with Tank on many more projects.” Fiona Nixon Head of Corporate Affairs Bank Australia
View the case study online wearetank.com.au/work/bank-australia/
_ Tank
The One Netball brand was developed as a conversation among communities, not a one-sided message at them. Having a deep understanding of the audience, their motivations, priorities and concerns allowed us to identify the values that drive participation in sport – having fun, being included, self-esteem, friendship –as well as establish key, commonly valued emotional territories which held a higher meaning for the audience. Promoting a sense of belonging, a healthy self-esteem and sense of achievement.
View the case study online wearetank.com.au/work/one-netball/
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Let's get started
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A free 1hr Behind-the-Scenes Presentation
A free 1hr consultation
Discovery Workshop
We'll come to you, or if you're interstate we'll fly to you and present a behind-the-scenes case study of one of our hero case studies: Bank Australia, Netball Australia and DHS.
We'll meet with you, listen to your challenges and leave you with a bit of homework with our diagnostic tool to develop a good business.
Get your team together, bring the challenges your organisation is facing and we'll work together clarify the following: • Context and background • Vision for success • Goals and objectives • Problem Identification and clarification (HCD method) • Key stakeholders • Roadmap development • Scope of work • Project priorities
_ Email us hello@wearetank.com.au
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Attend one of our Hello Tomorrow events
A leadership platform for purpose-driven leaders
The Good Business Survey
Exclusive to Hello Tomorrow members, our events feature a single presenter, some drinks and nibbles and lots of ideas for purpose-driven leadership.
Hello Tomorrow is a platform that gives purpose-driven leaders the resources and tools they need to begin the journey towards creating a meaningful organisation.
We've developed a simple survey that helps you better understand your current challenges and begins the conversation towards creating a roadmap for a meaningful organisation.
Subscribe to Hello Tomorrow and register your interest to attend – the rest will follow.
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Join Hello Tomorrow wearetank.com.au/subscribe
Join Hello Tomorrow wearetank.com.au/subscribe
Download The Good Business Survey wearetank.com.au/ good-business
“I’VE LEARNED WILL FORGET W PEOPLE WILL FORG BUT PEOPLE WIL HOW YOU MAD
MAYA AN
_ Maya Angelou
D THAT PEOPLE WHAT YOU SAID, GET WHAT YOU DID, LL NEVER FORGET DE THEM FEEL.”
NGELOU
Further reading Start With Why, Simon Sinek startwithwhy.com
Human-centred design is an approach that places an emphasis on understanding the needs of the people at the heart of the challenge. We blend our years of experience in brand development and communications to deliver a suite of programs that have empathy at their heart. Curious? We're always happy to chat.
_ TANK 30 Lalor Street Port Melbourne Victoria 3207 Australia wearetank.com.au +61 3 9646 2909