Leading from Purpose

Core Leadership Institute (CLI) is a purpose-driven leadership development firm that helps leaders globally access their core purpose to create meaningful impact. The CLI team has worked with over 25,000 leaders in companies as diverse as Unilever, Heineken, ING Bank, Bunnings and The LEGO^® Group helping them achieve transformational results in uncertain times.

Most leaders understand that purpose is the solid ground from which to lead, particularly in VUCA-driven times. However, very few know how to turn purpose into impact in their organisations. Over its 20 year history, CLI has accumulated proven case studies showing how purpose works in some of the world’s largest and most recognised companies.

The challenge for the CLI team was they were so busy waking up the few to wake up the many, they were neglecting to share the power of their story, particularly on their number 1 brand platform, their website.

Recognising this, Nick Craig, President of CLI set the team a 12 week challenge to deliver a brand new website showcasing powerful examples of leading from purpose to inspire a new generation of leaders and companies to access their core purpose.

Working alongside our global village (with our skates on) we:

• Utilised PX™ to turn CLI’s purpose and positioning into activation plans
• Encouraged the team to update their brand guidelines and iconography to convey a more inclusive, contemporary, and ownable brand
• Developed the new website with improved navigation to engage CLI’s diverse audience from alumni to global companies
• Translated the brand’s story and case studies into a text-light and easily digestible content suitable for digital channels
• Repurposed existing assets – Nick’s book, publications, podcasts, videos, and events to deepen engagement and enhance the user experience
• Met with the CLI team weekly over 12 weeks to create alignment and accelerate decision-making.

As a combined CLI and global village team working across the US, Netherlands, and India we achieved the 12 week timeline originally set by Nick with a broader scope that included updated brand guidelines and additional features and content.

“Our website was always going to be more complex than most because we have so much content to share based on 20+ years of leading with purpose work. However, The Markd Global strategy to execution model simplified the process and made other activities run in parallel in order to meet the timeline.

I am grateful to my team and the Markd Global village for rising up to the challenge and delivering a world-class website in a way that felt like an extension of our team. A great example of purpose working across borders.”

Nick Craig
President & Founder Core Leadership Institute