Bright House Consulting Memo PDF

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memo assignment for the management and communication class...

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–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– MEMO TO: BUSI 401 Students FROM: DATE: February 14, 2019 SUBJECT: Working at BrightHouse Consulting Services ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

BrightHouse Consulting Help Companies Discover Their Purposes. BrightHouse is a Boston Consulting Group Company and a global creative consultancy. Based in Atlanta, BrightHouse works with organizations to define their true purpose; align their culture, strategy, and branding around that purpose to accelerate transformation and value creation, while claiming to positively impact the society. In the 20 years that BrightHouse has been active, the company separated itself from other consulting companies by focusing on social impact and purpose-driven consulting. As a result of BrightHouse’s determination to take the lead on purposeful consulting, Boston Consulting Group acquired BrightHouse in 2015.1 BrightHouse became an independent business division of The Boston Consulting Group (BCG), a global management consulting firm. BCG opened the way for BrightHouse’s national growth and introduced the company to an even bigger market. BrightHouse's unique methodology and frameworks have been adopted by Fortune Global 500 companies, including American Express, Delta Air Lines, Michelin, Nestle, and Procter & Gamble. As a pioneer in the field of purpose, they have helped these companies discover and articulate the more meaningful role they can play in the world, and activate and embed their purpose within their organization.

What does BrightHouse Consulting do for its customers?

Figure 1

Purpose  Mission is what a company does. Vision is where it’s going. Purpose is why it exists. BrightHouse works with organizations to bring their purpose to life. Discovering Purpose  Consultants at the BrightHouse digs deep to unearth employees’ sentiments and consumers’ insights, immersing themselves in materials related to the company’s culture and ethos. Articulating Purpose

1 "BCG Acquires Purpose-Driven Consulting Pioneer BrightHouse." Targeted News Service, May 28, 2015. ProQuest, http://libproxy.lib.unc.edu/login?url=https://search.proquest.com/docview/1683724358?accountid=14244. Figure 1. https://www.bcg.com/publications/2017/transformation-behavior-culture-purpose-power-transform-organization.aspx

BUSI 401 Students Page 2 Feb 14, 2019

In the Articulation step, the organization develops and communicates its purpose statement. It crafts a story in its own voice that resonates with employees and customers. Activating Purpose  To go beyond surface purpose and create purpose with the power to transform, it must be integrated in the day-to-day experience of both employees and customers. Activating purpose requires employee-facing as well as customer-facing initiatives. Embedding Purpose  Embed step is about deepening and sustaining the discovered purpose. It’s about bringing purpose to life in a way that ensures the organization embodies it every day. Purpose-Driven Branding & Marketing  BrightHouse can also help bring purpose into your branding or marketing campaign. People are searching for meaning and will become advocates for brands that are not only reliable and trustworthy, but also stand for something bigger. This isn’t corporate social responsibility; it’s corporate social opportunity. This is how meaning makes money. Purpose-Driven Innovation  BrightHouse also uses its purpose-driven framework to facilitate innovation through workshops that create internal and external collaboration. Culture & Values  BrightHouse uses the lens of purpose within HR to develop programs that turn compliant generic values into dynamic authentic language. When completed, goal is for everyone within the organization to know the values, and live them. 

Purpose Drives People & Profits. 

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79% of employees who work for purpose-driven companies like P&G, General Mills, and SunTrust Bank say they love their jobs. 2 And 91% of consumers around the globe would rather buy from a brand that supports positive impact than from one that doesn’t. But what about profits? The numbers are even better. Purpose-led companies see shareholder returns of 1,681% vs. the S&P’s 118% over 15 years. (Figure 2)3 (Figure 2)

2 Graph 1. Sisodia, Rajendra, et al. Firms of Endearment: How World-Class Companies Profit from Passion and Purpose. Wharton School Publishing, 2007.

3 BrightHouse Consulting, http://thinkbrighthouse.com.

BUSI 401 Students Page 2 Feb 14, 2019

How to Join BrightHouse Consulting BrightHouse is looking for curious minds, eloquent creators, and passionate souls who believe business can change the world by doing good. BrightHouse provides its employees with exceptional health coverage, partners with teams to provide work-free vacations, and support work-life balance with its Work from Home Wednesdays. 4 BrightHouse is currently looking for a Strategy Intern for their Atlanta office. This position is customer service oriented and perfect for any sophomore and junior undergraduate students who wants to gain consulting experience. A positive attitude, willingness to help others and desire to be the best you can be every day is a must for this position. In this position, the Strategy Intern will be working as part of a flexible team, provide general office support in a demanding fast-paced professional service environment. If you are interested in this position please visit: http://thinkbrighthouse.com/careers when you’re ready to apply. If you have any questions please feel free to contact campus recruiter, Jessica Newfield at [email protected]

4 http://thinkbrighthouse.com/careers/...