METHODOLOGY
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.
Interface was already an inspiring, enlightened company when they came to us, so how would purpose help them? Unlike a mission — a goal that can be reached in about 25 years — purpose is never accomplished. It’s the North Star that guides everything the company does. Since the mid-1990s, Interface had been driven by a mission do no harm to the earth by the year 2020. But this mission was winding down, which left them wondering “What’s next?” Purpose would give Interface the clarity to know which new mission to take on and illuminate innovative ways to grow.
STEP 1: WHO IS INTERFACE?
As part of uncovering what is distinct and authentic about Interface, we toured several plants and interviewed many of their amazing people from around the globe. The writing piece that emerged was a new set of company values. These values explain who Interface is at its best, and they offer direction to the people who work there. My role was to help identify the areas, come up with memorable titles, and then write a supporting narrative.
STEP 2: WHAT NEED CAN IT UNIQUELY MEET?
Here, we stepped back from the company and looked at the world through a much wider lens. After the workshop, we took the findings and brought them back around to Interface. 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 INTERFACE HERE?
“Lead industry to love the world” is one of the most audacious statements a company could make. But it’s our job to guide clients and challenge them to be the best version of themselves. And within weeks after we finalized the purpose, Interface reaffirmed why anything less would’ve been a disservice.
Interface gathered a group of world-renowned scientists, who identified climate change as the biggest global challenge. Putting their purpose into action, Interface began a courageous new mission to reverse it called Climate Take Back. They have already prototyped a carpet tile that removes carbon from the atmosphere, showing industry what’s possible and restoring the world they love, one tile at a time.
UPDATE: CORPORATE HEADQUARTERS
We often tell clients values aren’t meant to be hung on a poster hung in the break room and forgotten. They’re meant to be lived every day. When Interface reimagined its corporate headquarters, the values were a key part of the design.
CREDITS
Consultancy: BrightHouse
Chief Strategy Officer: Dolly Meese
Director of Strategy: Katherine Wilkinson
Creative Director: Mike Brady
Strategists: Fati Ahmed, Lee Shurlknight
Video Design and Animation: Pedro Iwamoto, Jessica Noel
Producer: Carly Cindrich