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Business Communications
as Your Growth Catalyst 

Going Beyond Technology to Focus on Strategic Impact

The Scotts Miracle-Gro company knows something many companies don't: To reach your full potential, you have to start with the why and not the what. That's why it's so serious about its vision statement: To help people of all ages express themselves on their own piece of the Earth.
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Notice the company's highest aspiration is not about selling world-class lawn fertilizer. Instead, it places a premium on communicating why it is in business. Putting its purpose as a company front and center, Scotts Miracle-Gro has grown to nearly $3 billion in revenue and continues to be an impressive brand leader in the lawn products and services marketplace.

Consider the company's strategic perspective on business communications. When it invested in a new hosted platform encompassing voice, messaging, mobility and a full spectrum of audio, video and web conferencing services, it realized rich, collaborative capabilities for both its in-house and remote workers at 60 locations worldwide. And while the executive team was impressed with the promise of unified communications, it wasn't the technology itself that attracted them. It was the opportunity to pursue their vision by enhancing interactions throughout and beyond the enterprise. It was the why, not the what.

In his best-selling book Start with Why: How Great Leaders Inspire Everyone to Take Action, Simon Sinek provides some insight into the power of putting your purpose first. "People don't buy what you do," he contends. "They buy why you do it." Whether Sinek is explaining the triumphs of Steve Jobs, Orville and Wilbur Wright or Martin Luther King, Jr., he emphasizes that what makes you exceptional is your ability to connect with others in terms of greater goals, objectives and aspirations.

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