Charlie Garcia

Changing the Paradigm | Purpose & Passion The Breakout Project

TBOP2017 ⋅ 4:40 ⋅ Filmed May 11, 2017

The traditional corporate mission, vision, and values are — slowly — going the way of the dodo. Fortunately, some of the world’s best companies, like Disney, Coke, Sony, Nike, AirBnB, Apple, and more are adapting and restructuring themselves around one thing: purpose. Why does this matter to you? Because it will affect where you get hired — and for whom you want to work. Why waste your talents on a place that doesn’t have a real, concrete, and meaningful purpose? In this clip, Charlie Garcia plays some fantastic insight from the late Apple CEO Steve Jobs about what it means when a company builds a culture around a purpose.


And then a book called, Cause!. The Millennial generation, 80 million strong in the U.S. and globally much larger, they want to live a life of purpose and passion. I have 3 daughters and a son, I have four young millennials of my own and because they don't want to just come to work and work for money, they want to bring their passion to work, they are forcing companies who need to survive by recruiting Millennial to align themselves with purpose. We're going to talk a little bit more on how organizations are changing the paradigm.

[00:45] It used to be the paradigm was you're going to have a mission, vision and goals and every year they kind of change the goals. But that doesn't work anymore. What the companies of today whether it's AirBnB, Nike or Apple, they have a purpose. They have an ambition. They have really values, not the same values that every other company [has]. They tend to be quirky and those values act as magnets to attract talent.

[01:19] Then they have a clear strategy, a real strategy. I would say 99% of companies don't have a strategy. A strategy is about making choices and most companies don't want to make choices and they get eaten for lunch. The individual that first came out with values, I'm going to show you a video when Steve Jobs was fired and he came back to Apple. This is a short 2 minute video that I want to show you that he was really ahead of his time.

(Video of Steve Jobs)

[01:54] Marketing is about values. This is a very complicated world. It’s a very noisy world. And, we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.

Now Apple, fortunately, is one of the half a dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just in this country but all around globe.

But even a great brand needs investments through caring if it's going to retain its relevance and vitality. The Apple brand has clearly suffered from neglect this area in the last few years.

And we need to bring it back.

The way to do that is not to speeds and feeds. It's not to talk about mix and megahertz. It is not to talk about why we're better than Windows.

The dairy industry tried for 20 years to convince you that milk was good for you. It's a lie but they tried it anyway (laughing). The sales were going like this (Steve motioning a nose dive w/ left hand) and then they tried "Got Milk" in the sales were going like this (Steve motioning a raise in sales w/ left hand). "Got Milk" wasn't even talking about the product in fact the focus was on the absence of the product.

But the best example of all and one of the greatest jobs of marketing the universe has ever seen is Nike. Remember Nike sell a commodity, they sell shoes. And yet when you think of Nike, you feel something different than a shoe company. In their ads, as you know, they don't ever talk about the product they don't ever talk about their air soles and why there are better than Reebok's air soles.

What does Nike do in their advertising?

They honour great Athletes and they honor great Athletics. That's who they are. That's what they are about.

Apple spends a fortune on advertising. You would never know it (laughing)

[04:09] It was a grainy video but it goes — and the sound wasn't great — but it shows you the brilliance of see Steve Jobs in creating a culture and a movement that attract the best talent in the world.

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