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Episode Info: Matt Carcieri is one of the world’s foremost purposologist, having worked on purpose with over one hundred companies and brands. He began his career as a marketing executive at Proctor & Gamble where, for fifteen years, he pioneered purpose-driven brand building inside the world’s largest advertiser. As an in-house expert on the topic, Matt spearheaded purpose work on most of P&G’s billion-dollar brands. Today, he works as an independent consultant and associate of the Jim Stengel Group. In those roles, Matt has helped to define and activate purposeful companies across a variety of industries, from financial services and insurance to healthcare and hospitality. Matt is a unique combination of an artist, cheerful philosopher, and brand purpose doctor. In this episode, Aviv and Matt discuss one of the most crucial, yet often overlooked facets of business and life: purpose. Having purpose is at the center of an organization’s core beliefs and values and, thus, has a direct correlation to success. Matt expounds on the Five Opportunities of Purpose, which include employee engagement, innovation, societal contribution, brand relevance and consumer attention. He uses case studies from Airbnb, The Walt Disney Company, Zappos, Apple, LEGO and Barbie to amplify the value and importance of being purpose-driven. Matt shares lessons learned from his father, a former corporate executive and two-term governor of Rhode Island, and other mentors that have shaped his journey through business and life. Finally, Matt leaves the audience with some sage advice. He encourages identifying your origin moment, being true to your convictions, and discovering your passions to unlock endless possibilities. 00:55 – Introducing today’s guest, Matt Carcieri 02:57 – What energizes Matt in his personal and professional life 04:20 – Moving from Proctor & Gamble into consulting 04:55 – What Matt enjoys the most about his work 05:24 – Matt talks about his book, Bleed a Creed 07:15 – The role and evolution of purpose within organizations 10:08 – What research says about the link between purpose and performance  11:28 – The distinction between purpose-driven and purpose-inspired 12:22 – Identifying genuine purpose 13:51 – Aviv speaks to the importance of authenticity 15:11 – The LEGO example  17:04 – The Five Opportunities of Purpose explained 17:44 – How purpose is an opportunity for employee engagement 19:46 – How purpose impacts innovation generation 21:55 – The relationship between purpose and social contribution 23:42 – The role purpose plays in brand relevance 24:47 – The Airbnb example 29:17 – How purpose is an opportunity for consumer attention 31:06 – Matt shares other discoveries he has made about organizational strategies surrounding purpose  32:51 – Tools Matt utilizes to help organizations identify their convictions, beliefs, and purpose 36:18 – Inspirations from Matt’s formative years 38:26 – Heroes a...
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