Purpose. It is certainly a fashionable word. All companies embrace it with unprecedented fervor, their managers cite it incessantly, presenting – it seems – a social, sustainable and responsible roadmap. Companies know that they cannot manage their reputation well without a defined purpose that goes beyond obtaining financial benefits.
We seek to inspire, we want to bring closer, we aim to help… and thus, an endless number of linguistic formulas that help corporations sell their friendlier side. But of all, the purpose that works best is the purpose with heart and to understand it better you have to look at other types of businesses, rural ones, those that do not need a strategic plan to sell themselves because just by listening and seeing their people work owners we already know that they make the world a little better place. They rescue seeds and recipes, rebuild mills or oil mills and turn them into small rural hotels… some even yesterday were fierce executives and today they have changed the noise of the city for that of the wind between the trees and the song of a black redstart. And their marketing plan is the best of all, that of common sense, that of doing things slowly and well, taking into account the territory and everything that lives in it, where the best advertising campaign continues to be word of mouth. , which ends up being recommended to us by a friend or family member as something authentic.
I dedicate this column to all of them, which aims to give voice to the product and the producer who gives us back flavors of yesteryear, to the artisan who with his hands takes us away from the screens, to the hotels and rural houses that serve as a refuge from stress and the fast life and projects with purpose, yes, with purpose and heart, something that perhaps we also have to start working on in large and medium-sized companies. Start the wheel of the slow life, the good life. Thank you.