Future Proof: How did BlackRock find its purpose?

BlackRock CMO Frank Cooper III discusses how to discover your purpose, and how to close the gap between intentions and actions.
02 November 2020
purpose direction steps
Nicki Morley
Nicki
Morley

Lead Innovation Consultant, Insights Division, UK

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If you think your business doesn’t need a purpose, you are wrong. Customers (and top talent) expect companies to advance society and make the community stronger – to have a purpose that transcends profits. But you don’t have to singlehandedly change the world.

According to CMO Frank Cooper III, BlackRock found its purpose through listening to employees, and understanding what defined “BlackRock at its best.” By looking inward, rather than outward, they were able to come up with a purpose people could connect with... and find myriad ways to act on it. Sustainable investing, for example, is now a central pillar of their operating model.

In this episode, Frank tells us about the BlackRock journey, how you can find your purpose as an employee, and some of the ways to bring environment and sustainability into the heart of a business.

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Notes

Future Proof is the marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts.

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