The Compass and the Nail

“True North”

How does your organization define its true north – the principles that motivate everything it does? Businesses, brands, political groups and charities secure strong, loyal constituent relations by defining their true north and following it. Stay focused on understanding your customers, not data. Guard against brand erosion or deviation from your principles and mission.

Author Craig Wilson bonded with Patagonia when he found one of the company’s jackets in his sailing team’s bin of lost items. He found that the fleece top was the only article of clothing that protected him properly while he sailed. His love of sailing paired with Patagonia’s “reverence for nature” and “stories of adventurers.” When he applied for a marketing job with Patagonia Sailing in 1998, he explained how his beliefs and values matched Patagonia’s. Their shared true north united the company and the individual. Wilson worked for Patagonia for eight years.

The Imperative of “Sustainability”

A sustainable company considers all of the resources and costs – environmental, ethical, financial and social – that combine to make up its products. Corporate sustainability also...