Being different

Purpose over profit

Many organizations have elevated profit to their primary goal. Profit as the primary goal can lead to alienation from society. In our view, the primary rationale of an organization is the creation of wealth and welfare for society. Organizations should therefore primarily focus on creating customers by responding to their needs. Profit is an merely a important precondition to play this sustainable role.

Make CSR a core activity

Many organizations have created departments for corporate social responsibility. This shows that social responsibility is important, but too often it is an excuse not to apply these principles to their core activities (we have a special department for that). This is reality. It is partly based on the false premise that corporate social responsibility equals charity and that it compares poorly with profitability. This is a misconception. In our opinion it is CSR not contradictory to profitability. One should release it from its realm of the charity in order to be effective. CSR should be stripped of its 'soft' image. This is where we want to make a contribution.

Make your right to exist essential for your organization

It seems that a crisis is needed to reflect on the existence of a company. In our opinion, companies should ask themselves this fundamental question more often. Not only the questions "how and what" are important, but also "why"! Why does your company do the things it does?

In addition, we believe it is important that an organization plays a social role as well. The higher cause is that your organization creates customers through excellent products and services that respond to specific social issues. Your company should develop these products and services by means of social, economic and technical innovation.