ACTIVE NUTRITION. DRIVEN BY PURPOSE. A NEW ERA BEGINS.
Highlight project: Purpose and OKR Introduction.
The joint target of Active Nutrition and Rabl & Hahn: Introduction of a Purpose and establishment of a foundation for the transformation into a purpose-driven organization within 3 months.
SPEECH BY PHILIPP HAHN ON ANI PURPOSE DAY [German Key Note]
Christoph Schwarz, Active Nutrition International
„We wanted to receive professional consulting as part of our transformation and have found a reliable partner in Rabl & Hahn, who has invested all of its energy to implement real transformation together with us. In the process, we have benefited enormously from their many years of expertise and experience in supporting large global corporations.
Ultimately, Rabl & Hahn looked after us comprehensively to tackle the topic of transformation holistically and sustainably. In this context, Rabl & Hahn made us aware of the need for a purpose. With their help, we were able to introduce an OKR management framework, revise our values and ultimately define and introduce our purpose. The basis for this was created with an extensive employee survey and a comprehensive reflection at management level.
On the way to develop and implement our transformation, Rabl & Hahn coached and supported us each step of the way. The Purpose Day organized by Rabl & Hahn as well as the numerous support actions such as a Purpose Booklet and the introduction of change agents, as ambassadors for change, completed the package.
Thanks to Jennifer, Philipp and the entire Rabl & Hahn team for your tireless efforts, your creativity and your unconventional solutions. We look forward to the ongoing cooperation!“
CHALLENGE
The world seems to be turning faster and faster. We adjust our food intake accordingly: Instead of sitting at the dining table with the family at fixed times every day, we eat where it suits best. Food “on-the-go” is becoming more important, the boundaries between fixed dinning times, the conscious supply of energy and small snacks in between are becoming blurred.
In addition, health is no longer just a desirable condition, but a goal and meaning in life. Psychological and physical dimensions are becoming more and more closely linked and limits are being explored more and more and more consumers want to not only "consume" their food, but "experience" it. Health and satisfaction merge. And the acceptance of manufactured products continues to decline.
These trends are having a major impact on business requirements and are increasing the pressure. Many new innovative competitors are flooding the market and endanger existing, already established companies. These market requirements combined with existing challenges within the company such as outdated processes and procedures, employee dissatisfaction and other secondary theaters of war result in a dangerous cocktail.
ASSIGNMENT
Purpose-driven companies are on the rise around the world. Visionary companies such as Google, Apple and co. are already showing us the potential that striving for higher things can develop.
What exactly are they doing? They dedicate themselves to a great, sometimes even honorable Purpose and make corporate purposes such as "sales" or "profit" a downstream agent.
The rediscovery of meaning, of something higher and bigger in everyday economic and practical life offers us the opportunity to lead humanity and companies into a completely new age.
The sports nutrition manufacturer Active Nutrition International transformed itself into a purpose-driven organization with the help of Rabl & Hahn. This affects the brands belonging to the group (PowerBar, Premier Protein and Dymatize), around 160 employees at 3 locations and the 50 million products produced annually, which are sold in more than 28 countries.
FURTHER DEVELOPMENT
The introduction of the Purpose is only successful if it is firmly anchored in the corporate culture and actively lived by all employees. Therefore an engage phase immediately followed the Purpose introduction.
A review of previous milestones and lessons learned served as the basis for recommendations as part of an action plan, with focus on the training and development of the change agents, as well as direct HR follow-up communication measures that seamlessly connect to the Purpose introduction.
PURPOSE EXAMPLES
SpaceX is committed to making multiplanetary life possible.
Google does not see itself as the largest global search engine operator, but “organizes the information in the world".
Amazon wants to be the most customer-oriented company in the world and create a place where people can find and explore everything they want to buy online.
TRANSFORMATION OF COMPANIES. THE RECIPE FOR THE SUCCESSFUL PURPOSE INTRODUCTION.
TREND-/ BENCHMARK ANALYSIS
Showing future trends in terms of consumer behavior, market requirements, development potential and mega trends.
EMPLOYEE SURVEY
In detailed discussions with approx. 30% of the employees, which Rabl & Hahn held confidentially with the individual employees, approx. 1,238 comments were collected and 12 topics were identified. The results were anonymized and substantiated with recommendations for action.
WORKSHOPS
Elicitation and elaboration of necessary needs / challenges and success factors for sustainable change.
STRATEGY CONCEPT
Creation of a comprehensive strategy concept with specific measures to achieve the goals.
THE PURPOSE
The core of the change, the Purpose, was created in close cooperation between Active Nutrition and Rabl & Hahn. It embodies the DNA and gives the company a trend-setting north star. The actual Purpose is still top secret unfortunately.
MISSIONS
For each Purpose dimension, there is a mission that shows how the Purpose is brought to life in the different areas. They are trend-setting and describe what the company will achieve in the next 5 to 10 years.
VALUES
The existing values in the company were put through their paces and adapted to the Purpose. They serve as guidelines for the employees and reflect the core of the company.
OKR WORKING MODEL
Initiation of the introduction of an OKR-based working model to create a bridge between the ambitious goals and the "operational doing". This cross-functional cooperation creates transparency, clear task allocation, priorities and eliminates secondary theaters of war.
CHANGE AGENTS
Such a profound change requires additional personal support. Change agents were selected and comprehensively trained as “ambassadors” and “pioneers” of change.
The change agent promotes transformation in his environment. As a multiplier, he is basically familiar with the dynamics of change management. He takes on operational activities and is the contact person and sparring partner of HR, so that the needs of the people are taken into account in the activities.
PURPOSE DAY & KEY NOTE
In order to give the purpose the emotional wings, a purpose day event was launched to create the necessary community experience.
All those affected were involved in the flow of information and the hearts of the entire workforce were reached. Thus the commitment of all employees was won. Due to the current situation at the time, the company-wide event was spread out over four days as a face-to-face and online event.
BOOKLET
It is not enough to just communicate a company's purpose. In order to become a “purpose-driven organization”, it needs to be firmly anchored in the company's DNA.
The Purpose booklet shows each employee in detail how they can bring their personal strengths into the company in order to actively live the purpose together.
IMAGE FILM
Moving pictures and emotional music are the best way to reach people emotionally and to explain the "Why?". An emotional film is used to convey the company's purpose to the workforce, interested parties and customers in a captivating way.
OKR CHEATSHEET
This cheat sheet gives the employees an overview of the new working model and the new way of collaboration (meeting structure, processes, etc.). It makes it easier for employees to get started with the very dry topic of OKRs. "Easy to take with you in pocket format".
VALUE AWARD
In order to implement the values more sustainably, live them actively and communicate and celebrate their successes, a kind of challenge cup is introduced, which is awarded every quarter by employees to employees who actively live the company values.
PURPOSE KIT
The Purpose to take away - a kit for every employee with a wide variety of materials and aids that personally support them in actively living the Purpose.
SHAREPOINT
The virtual hub is the new “purpose intranet site”. There, the employees can find all information about the purpose, including checklists, tools, etc. so that the transparency of the change is really visible to everyone. The monthly status of the OKR sets is published there as well.