{"id":845,"date":"2019-10-17T02:45:54","date_gmt":"2019-10-17T02:45:54","guid":{"rendered":"https:\/\/www.merchantsofmeaning.com\/?p=845"},"modified":"2020-03-05T08:27:06","modified_gmt":"2020-03-05T08:27:06","slug":"bullshitting-about-your-purpose-is-good-too","status":"publish","type":"post","link":"https:\/\/www.merchantsofmeaning.com\/nl\/purpose\/bullshitting-about-your-purpose-is-good-too\/","title":{"rendered":"Bullshitting about your Purpose is good too"},"content":{"rendered":"\n

\"\"Our unique 100 years old airline KLM had the courage to advertise itself with the tag line \u2018Fly Responsibly\u2019. They gave depth and purpose to it with a catchy advertisement clip telling how they would full fill flying responsibly. <\/p>\n\n\n\n

They did\nmention some initiatives KLM was starting up like biofuels. Though this could\nonly be done when other airlines would do the same. If they would not, it would\nbe too expensive and therefore not possible. Interesting.<\/p>\n\n\n\n

Other measures\nwere a requests to us, the public, their passengers. We should be the ones more\nresponsible! By taking the train more or doing a call instead of face to face. KLM\ndid not make clear how they were going to help us. <\/p>\n\n\n\n

Next\nactions was buying channel hopper. Meaning more flights instead of promoting\nthe train via the chunnel. This shows them doing the opposite of what they are\nsupposed to stand for.<\/p>\n\n\n\n

Expected reactions<\/h4>\n\n\n\n

People are\nstarting to notice these marketing \u2018tricks\u2019 for what they are. In other words,\nwe are developing a more sensitive bullshit radar. When it feels like we are\nbeing fooled, the needle jumps in the red and we develop an adversity against\nthe bullshit sender. <\/p>\n\n\n\n

The thing\nis, in and around KLM there are people too. They work for and with them and\nhave this same radar. The effects are twofold:<\/p>\n\n\n\n

  1. They are smart and there is a way to\nrationalize your way out of almost everything. A reason on why you had to act\nagainst your Purpose can always be found. It still does not feel good though. This\nwill be mostly the reaction of the leadership.<\/li>
  2. Employees are part of KLM and\ntherefor feel bullshitted twice. The Purpose is what they are supposed to stand\nfor. It is them, so they are being fooled directly. The people around them, not\nworking at KLM, asking questions about it will not improve that feeling. This\nwill be true for everyone connected to KLM.<\/li><\/ol>\n\n\n\n

    What do\ndissatisfied workers do? They try to get satisfied. They want to feel good\nagain. Still the logical reflex is to ask for more. More wages, better terms\netc. They go on strike to get it. Or compensate by working less hard;\ndisengagement. Probably not the anniversary present the KLM leadership was\nhoping for.<\/p>\n\n\n\n

    So why is\nbullshitting about your Purpose good? When you mess up there is real urgency to\nget your act together. There is no way to go back to before you put this\nbeautiful Purpose out in the world. Now you have to become the real thing!<\/p>\n\n\n\n

    There are lots opportunities<\/h4>\n\n\n\n

    KLM has\nchosen this trajectory of becoming a Purpose led organization by connecting\nPurpose to their brand. Now what can they do with it? <\/p>\n\n\n\n

    I have a\nfew suggestions as consultant with this specific expertise. The people within\nKLM will be endlessly more creative and innovative when their Purpose becomes real\nand authentic for them. But before the steps are taken to implement and\nenculture the Purpose to make it work for the organization, a few suggestions:<\/p>\n\n\n\n

    1. Become concrete: Tell when and how\nshort flights will be replaced by train connections.<\/li>
    2. Bring Thalys\/Eurostar on as a Sky\nteam partner and built a close win-win working relation. As a nice side effect\nof abolishing the silly short flights, there will be more space for other more\nlucrative long distance flights.<\/li>
    3. Make it visible by offering\nconnecting flight-train ride arrangement. Envision KLM blue train coaches being\npart of the Thalys. Of course with stewardesses and all. That will be great\nfree publicity and great for visibility.<\/li><\/ol>\n\n\n\n

      Being Purpose led opens a whole range of opportunities\nfor all stakeholders involved. <\/p>\n\n\n\n