Strategic Purpose Development

I partnered with Jägermeister to articulate their corporate Purpose, focusing on their 'Why'. This comprehensive project involved conducting in-depth interviews, workshops, and surveys to gain a thorough understanding of the company's culture. By delving into the organization's ethos, including exploring the founder's story, I was able to uncover the core values that define Jägermeister.

The process involved crafting Purpose principles that serve as the foundational pillars of the company's Purpose. These principles were informed by identifying Jägermeister's strengths and linking them to a broader need in the world. The resulting Purpose is deeply rooted in the company's history and ethos, while also being ambitious and forward-looking to guide future strategies.

This strategic Purpose not only reflects Jägermeister's unique heritage but also provides a clear and inspiring direction for the company's ongoing and future initiatives.