INTENT

What is it that drives our attitudes and actions?

Are your actions really as customer-centric, ecologically-focused and ethically-driven as you like to present? Yes, looking after the customer may be critical to your mission, but so too is (most likely) profit... ....otherwise your business will not survive.

So what are the factors that influence what you do and how you do it, the full picture of the intent behind the offering you promote? Not just the factors that you like to promote, but also the ones that are part of running a viable organisation, balancing life's various demands and meeting the personal aspirations of all those you work with.

Examples – our product / brand / organisation...

...wants to support people to make better choices in how they live
...is aiming to grow revenue +50% annually for the next five years
...is aiming to be very attractive to potential employees
...is trying to balance profitability vs innovation vs customer care
...achieves growth targets by undercutting the competition