Tables Turned

Insight into consumer concerns is the entry point of accountability. By Sharon Love. Ben Franklin famously gave away innumerable patents rather than sell them, suggesting that one could "do well by doing good." That aphorism has become the mantra of countless religious organizations and charitable foundations. But how does it really play out as a business principle?

As sales and marketing executives, we have long understood that doing good means being responsible for delivering profitable growth to our employers and clients who, in turn, are held accountable by their shareholders to deliver on quarterly earnings. Historically, accountability was primarily demonstrated by how carefully we calculated the return-on-investment hurdles for programs and initiatives to deliver the highest payout. However, as we wade deeper into the 21st century, corporations have had to reimagine accountability to include a much broader and more complicated definition. Corporate stakeholders — customers, employees and suppliers, as well as the times — are now demanding it … read >>