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As more organizations look towards the future, it becomes clear that the companies that will be the most successful will stand for more than just earning money. The company of the future has a soul—it has a purpose and contributes to the well-being of its customers, employees and community.
Salesforce CEO Marc Benioff recently wrote a powerful op-ed for the New York Times urging companies to stand for something more than just shareholder profits and making money. Instead of focusing solely on the balance sheet, we need capitalism with a conscious.
The company of the future is thoughtful and looks outside its office walls to do good in the world and create real change. This is especially important as people are frustrated that governments can’t make changes fast enough to create a thriving society. The responsibility to create a better world then falls on companies. The path to thoughtfulness is paved with decisions that are good for employees, customers and the community. How a company affects the world should have a large impact on its strategic decisions. Modern businesses have a large responsibility and great opportunity to lead with thoughtfulness and have a real impact, but it takes bold thoughts and initiatives like Benioff’s to make that happen.
Technology, customers and society are constantly changing, but one thing is clear: in order to succeed in the future, companies need to step up and have a purpose. They need to be thoughtful and have a soul. That’s the company of the future.
Blake Morgan is a customer experience futurist and the author of two books including her new book The Customer Of The Future. Learn more by signing up for her weekly newsletter here.
