Everyone has something special that is worth sharing.

Yesterday at a party, I was asked for what felt like the 100th time: “And what do you do for a living?” “I have a communications agency with my husband and we support clients in placing their messages in an eye-catching way internally and B2B.” “I see. And for whom?” “For lots of industries. For example, for a company that founds start-ups and is in the process of transforming its corporate culture due to a rebranding.” “Stake foundations? Oh God. How boring! If you're doing something like that for MINI, I can understand that - but for start-ups? How unsexy is that?”

Okay, you can think like that - if you're a bit one-dimensional. But to be honest, after a gin and tonic, I no longer felt like transforming one-dimensional thinkers. It's enough for us at WAJE to know how exciting that is. After all, our theory that every company has something special that is worth showcasing has often proven to be true. And it's not always just the big brands with charisma. Especially in times when creating a sense of purpose is a top priority, size is no longer the decisive factor. It's the story that counts and inspires others. First and foremost, the company's willingness to invest in its own cultural DNA is important. Those who reflect in a focused way, question their corporate purpose, are prepared to align their internal and external messages and consistently align their actions accordingly, are working towards a sustainable competitive advantage. This is shown by various global studies. Haufe, for example, has published some interesting findings on this topic, which could be particularly convincing to those who measure topics primarily in terms of how much boost they can achieve for cash. In any case, the topic of “Purpose & Creation of Meaning” is a permanent theme at many “new work” conferences and is not only being addressed by DAX companies, but increasingly by medium-sized or visionary, owner-managed companies. We are pleased about this trend. Firstly, because we have already done our homework ourselves and have entered into our own discourse on this exciting topic. And secondly, because we firmly believe that every company has charisma. If only it is brave enough to commit to a clear profile.

Incidentally, I silenced the guy from the party with a counter question: “And why do you get up every morning and do your best?” He's probably still thinking about it today ... or, at worst, would rather have a strong drink.