Global CEOs can learn three lessons from grassroots activists: 1) Always start with why - understand your company's purpose and inspire employees. 2) Give more than you take - maximize societal and environmental impact beyond profits. 3) Know that you will need help - create ecosystems that bring together stakeholders to co-create solutions. Examples of companies doing this include Nike's apps to inspire exercise as a social activity, and Mahindra's programs to connect employees with people needing help.

1. Three lessons global CEOs can
learn from grassroots activists!
Gaurav Mishra | Gauravonomics!
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2. Why am I talking about this topic?!
To learn more about Gaurav/ Gauravonomics, subscribe to
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Gaurav helps global brands Gauravnomics writes and talks
inspire, organize and energize about minimalism, mythology and
people by rethinking purpose, movements. Watch out for the
participation and performance.! upcoming novel on this theme.!
! !
- MBA from IIM Bangalore ! - Award-winning blogger, speaker
- Brand Marketer at Tata Group ! and changemaker!
- Co-founder of 2020 Social! - The marketer who went off
- Asia Director of Social at consumption!
MSLGROUP! - 2008-09 Yahoo! Fellow at
! Georgetown University!
- Co-founder of Vote Report India!
- 2009 TED India fellow !

3. Three interesting examples of
what grassroots activists are doing!

4. Case Study: Kiva!
Kiva connects individuals with microfinance institutions to help create
opportunity around the world with $25 micro-loans.!
Source: http://kiva.org !

5. Case Study: Ushahidi!
Ushahidiʼs collaborative mapping platform has been used globally for
monitoring elections, coordinating disaster relief and tracking ethnic
violence.!
Source: http://ushahidi.com !

6. Case Study: Evoke!
In 2010, IBRD created a social innovation game called Evoke in which
African students collaborated with a global community to use African
innovation to co-create solutions for the worldʼs biggest problems.!
Source: http://urgentevoke.com !

7. Three lessons global CEOs can
learn from grassroots activists!

8. Lesson 1: Always start with why!
Learn how to always start with why, in work and in life. Ask yourself:
what is your purpose, what is meaningful, what inspires you? !
Projection!
Max +ive impact!
1! 2! 3!
Purpose-
inspired
movement
marketing!
Corporate! Consumer!
Why: Purpose! What: Performance ! How: Participation!
! reputation! ! activation! !
Your reason for being! The value you create! How you create value!
Min –ive impact!
Protection!

9. Lesson 2: Give more than you take !
Learn how to maximize the total value created by the corporation,
including its economic, societal and environmental impact (Profits,
People and the Planet).!
$$$!
Profits!
Value!
Planet! People!

10. Lesson 3: Know that you will need help!
Learn how to catalyze a self-sustaining Purpose Ecosystem to bring
together all your stakeholders around a shared purpose, to co-create
innovative solutions, or catalyze grassroots movements.!
Government!
Purpose
Ecosystem!
Civil Society! Business!

11. Three interesting examples of
what global CEOs are doing!

12. Case study: Nike+!
To realize its purpose of helping each one of us find the athlete within us
and transform running from a solitary pursuit into a social activity, Nike
created the Nike+ app and community.!
Source: http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/ !

13. Case Study: Nike GreenXChange!
To realize its vision of sustainable “considered design”, Nike has created
the GreenXchange as an open platform for companies and people to
share green intellectual property, processes and ideas.!
Source: http://greenxchange.force.com !

14. Case Study: GE Ecomagination Challenge!
As part of its commitment to “imagine and build innovative solutions to
environment challenges”, GE has created a $200 million challenge to
fund ideas that can reimagine powering the grid, or powering homes. !
Source: http://challenge.ecomagination.com !

15. Case Study: GE Healthymagination Challenge!
As part of its “shared commitment to create better health for more
people together”, GE has created a $100 million challenge to fund ideas
that can accelerate innovations to fight breast cancer. !
Source: http://challenge.healthymagination.com !

16. Case Study: GE Healthymagination Fit
Friendzy Challenge application!
As part of its suite of Healthymagination applications, GE has created
the Fit Friendzy app to let users set themselves exercise challenges,
track their workouts and encourage each other. !
Source: http://healthymagination.com/applications/fit-friendzy !

17. Case Study: Mahindra Rise and ESOPs!
As part of its purpose to enable its stakeholders to rise, Mahindra Group
has created an ESOP (employee social options) program to connect
Mahindra employees with people who need help.!
Source: http://rise.mahindra.com!

18. Case Study: Mahindra Spark the Rise!
To fulfill its purpose to enable its stakeholders to rise, Mahindra Group
has created the Spark the Rise platform to share ideas that can propel
innovation, entrepreneurship, and positive change in India.!
Source: http://www.sparktherise.com !

19. In summary!

20. Inspire, organize and energize people!
Learn how to design powerful purpose-inspired platforms and programs
to inspire, organize and energize people around a shared purpose.!
1! 2! 3!
Shared purpose or Long-term online- A series of short-
Social Heartbeat offline platform to term programs to
to inspire people! organize people! energize people!

21. Letʼs stay in touch!!
Gaurav Mishra | Gauravonomics!
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