Survival in an economy of purpose
The last decade, Ynzo van Zanten was Chief Evangelist and Head of People & Culture of the leading Dutch impact brand Tony’s Chocolonely. Ynzo speaks with great passion about purposeful entrepreneurship and how to effectively communicate about your purpose as a company.
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Ynzo van Zanten, author, entrepreneur, facilitator, speaker, and former Head of People&Culture and Chief Evangelist of Tony’s Chocolonely, is an optimist. In all the crises that are facing us, he sees opportunities for future focused entrepreneurs. But it will take a collective mindset to innovate from a new starting point. Every organization seems to be jumping on the bandwagon of ‘purpose’ at the moment, but what does that actually mean for you and your organization? How do you prevent falling into the pitfalls that so many of your peers seem to be falling for?
There’s a whole generation desperately searching for true meaning in their lives, for a better, cleaner, more social, more beautiful world. But the more companies seem to be shouting from the rooftops how they are saving this planet from utter doom, how they are CO2 neutral and politically correct, the less confidence consumers seem to have in them. So how do you bridge that gap as an organization?
Ynzo speaks about economic and societal trends, about balancing financial success and making impact, and about how doing good and doing business aren’t mutually exclusive. About social and antisocial entrepreneurship. He nudges the audience with hands-on examples from everyday life and talks about his experience with meaningful brands like Tony’s Chocolonely and innocent drinks. His energetic style of presenting, or as he calls it ‘business applicable noisemaking’, puts you in the mode of wanting to be part of that wave of change. Because every little change matters, whether small or big.
…rather than social entrepreneurship. How do you take your moral obligation seriously when it comes to making an impact in society and the world? Ynzo explains how financial success and impact making are not opposing forces, but how they can actually reinforce each other.
Wherever you look, everything has to grow. Because only then do you seem to be successful. But aren’t we growing ourselves to death inside? Whether it’s about the economy, your HR policies, sustainability or your “purpose”; maybe you’d better look at profit minimization as a goal. Because the world is beginning to show stretchmarks. Does growth have to be so sacred in everything we do? Is everyone equally ‘entitled’ to growth?
How do you put your own team first, and why is that going to make the decisive difference for your organization? How does HR become leading in your business, when at the same time you should be killing that term? Focus, focus, focus. Focus on meaning, focus on your service or product, and above all focus on the most engaged and passionate team. And you won’t achieve that (only) with free chocolate.
What does that really mean? As an entrepreneur, how do you claim your place in a rapidly changing playing field? How do you make sure you don’t fall into the purpose trap? How do you ensure actual impact instead of empty promises? New leadership’ is a term often heard, but not often given the right interpretation. Ynzo talks with passion, and interspersed with examples, about his vision on this theme.
The “Fear of Missing Purpose” is raging through the business landscape like a storm. All out on the moor to find your purpose and market it. Right? Or should it be just the other way around? Companies are jumping on the ‘purpose’ train, but lose sight of what their customer is actually looking for; to become a better version of themselves. Your customers don’t buy what you stand for or what you make, they buy who you can help them become. And for that you need to get the human touch back into your strategy.
Ynzo has several decades of experience in a number of leading companies such as Tony’s Chocolonely and innocent drinks. He likes to tell entrepreneurs and interested parties about the lessons he has learned during that time, and does not hesitate to talk about all the mistakes he has made himself. Because in the end, it’s all trial and error.
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“Ynzo is the most energetic, passionate and inspiring speaker I’ve ever worked with”
Rated 4.5 out of 5 stars.
“We need more people like Ynzo”
Rated 4.5 out of 5 stars.
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