Values Articulation and Supporting Narratives
Purpose Articulation and Supporting Narrative
I’ve worn many hats, but the hairnet was a first
If you’ve ever wondered who makes food taste delicious, credit the food scientists and chefs at Griffith Foods. They create seasoning blends, doughs, bases, and sauces for the world’s biggest food companies and restaurant chains. The problem is, mass-produced food isn’t always healthy for us or good for the earth. As a major player in the global food supply chain, Griffith had a unique opportunity to lead the way toward healthier, more sustainable practices. By helping Griffith uncover purpose, they bridged their past in fast foods to their desired future in whole foods.
Most companies can describe what they do and how they do it. But few companies can explain why they do it. This is the methodology we use to help companies uncover purpose — why they’re here beyond making a profit.
First, we find out who the company is at its best, and then we figure out what need in the world it can uniquely meet. Once we’ve answered those two questions, we have purpose.
STEP 1: WHO IS GRIFFITH?
As part of uncovering what is distinct and authentic about Griffith, we do lots of interviews, dig through company archives, and take factory tours (that’s me in the top photo wearing tomato red pants). We solidify our findings, and the big writing piece that comes out of this is revamped brand values. These values explain who Griffith is at its best and give direction to the people who work there. My role was to help identify the areas, come up with memorable, industry-specific titles, and then write a supporting narrative. I had a blast writing these, seeing how much fun I could have making seasonings, sludge, and fertilizer sound like the most interesting things in the world.
STEP 2: WHAT NEED CAN IT UNIQUELY MEET?
This is often the most fun part of the process. We stepped away from the product for a moment and looked at the world through a much wider lens. After the workshop, we took the findings and tied them back to Griffith. My role was to help uncover what kinds of people could expand our thinking, help find them, and then contribute questions to a discussion guide that would lead us to the insights.
STEP 3: WHY IS GRIFFITH HERE?
We used the major insight we had from the workshop, along with our knowledge of who Griffith is, to craft a single line that expresses the purpose. I led the discussions around the creation of that line. Once we had it, I wrote a narrative that expanded on it.
Purpose needs to create a paradigm shift. We took Griffith from a company that simply feeds the world with its products to one that serves the earth and makes an impact through all its actions. This purpose gives Griffith permission to take on a more expansive role within the food industry, while also adapting to changing market and environmental forces in a responsible way.
Chief Creative Officer: Cathy Carlisi
Chief Strategy Officer: Dolly Meese
Director of Strategy: Monika Nikore
Creative Director: Jeff Harter
Senior Strategist: Caroline Tanner