Can a Strategic Narrative save lives?

Can a Strategic Narrative save lives?

Case | Purpose Advisory

Bruhn NewTech

Probably not. But Bruhn NewTech can. Operating within the field of Chemical, Biological, Radiological and Nuclear (CBRN) defense, they provide software solutions to increase the number of people protected from airborne threats. In a market dominated by advanced terminologies and complex solutions, Bruhn NewTech revitalized their purpose and narrative to enhance understanding and increase engagement among key stakeholders, serving their course of becoming the subject matter expert within the field of CBRN.

Technology will become commodities – narratives will ensure distinctiveness

Companies operating with a clear and driving sense of purpose outperformed the S&P 500 by a factor of 10 between 1996 and 2011. The power of purpose can expand business opportunities and increase motivation among employees, if the purpose is well embedded in a strategic narrative that unites the understanding of the past, acknowledge the present, and compel a visionary future. Through questionnaires, interviews and workshops among employees a strategic narrative has been developed ensuring a coherent and distinctive positioning of Bruhn NewTech.

Increase the number of people protected from airborne threats

– Purpose of Bruhn NewTech’s existence

”We are software developers – but we are not in the business of making technological components or software for CBRN protection. We are in the business of saving human beings. Therefore, our purpose and the reason why we exist is to increase the number of people protected from airborne threats,” states Kristoffer Basse, Executive Chairman at Bruhn NewTech.

Increasing the visibility of the purpose and the embedment in the company, each project and solution is being calculated in terms of the contribution it makes to the number of people protected. Each life-saving solution implemented is therefore providing a clear contribution to the total number of people protected, which is the guiding star for Bruhn NewTech.

The purpose has been embedded and unfolded in a strategic narrative creating a shared understanding of the past, a reason for the work they are doing today, and a compelling vision for the future. All for the benefit of the human beings working in the company and the external relations.

 

 

Anchoring the narrative in stakeholder management

The purpose statement and the defined narrative has been anchored internally and externally across stakeholder groups. A large part of the involvement between Voluntās and Bruhn NewTech has circled around the external activation towards journalists, politicians, experts and institutions. Aligning product marketing, managing external relations, producing communications material and arranging events are all done from the foundation of the strategic narrative, ensuring a coherent identity throughout every touch point. In other words, the narrative has reinforced and aligned daily behavior with the larger purpose of Bruhn NewTech.

“We have a clear understanding of each of our external stakeholder groups. They are all met with the same story, but the engagement with each stakeholder group is intended to serve different needs. We want to be the go-to-source number one among journalists when a CBRN-expert is needed and become a trusted advisor among politicians to influence policies, but the strategic narrative is still the common foundation ensuring a coherent and distinctive positioning,” says Kristoffer Basse.

Important questions to ask yourself as a company

  • Why do we exist and how do we matter in the world?
  • What is our core cultural and commercial DNA?
  • Who are we and what are our virtues?
  • What is our vision and where are we going?

The CEO of Bruhn NewTech, Erik Juel Ellinghaus, making a demo of their life saving software solution for the Danish Minister of Defence, Claus Hjort Frederiksen.

Disciplined storytelling increase business opportunities

It requires a disciplined effort anchoring and conceptualizing the narrative in the everyday life of the company. Leaders are very important in the embodiment and extension of the narrative, ensuring that it is continuously interpreted and translated into all corners of the organization.

The strategic narrative has given us a common level of understanding of this 25-year-old company and a compelling direction and vision for the future to come, in a way that has made our products and services simpler to understand and easier to relate to,” says Kristoffer Basse.

Whether present in the media, in dialogue with politicians, cooperating with experts or institutions the disciplined storytelling potentially leads to increased business opportunities. With a purpose beyond profit and a clear narrative the customers gain a reason to believe and can better relate to Bruhn NewTech.

The cooperative relation between Voluntās and Bruhn NewTech is an ongoing journey to ensure the acceptance as the subject matter expert within the field of CBRN across stakeholder groups – all anchored in a purpose beyond profit. From conflict zones in the Middle East to sports venues and train-stations in the Western world, Bruhn NewTech will continuously work to increase the number of people protected from chemical terror and nuclear incidents. One human life at a time.

Related Insights

Can a Strategic Narrative save lives?

Can a Strategic Narrative save lives?

Probably not. But Bruhn NewTech can. Operating within the field of Chemical, Biological, Radiological and Nuclear (CBRN) defense, they provide software solutions to increase the number of people protected from airborne threats.

Management consultants by profession and philosophers by heart, we work with public actors, private enterprises and investors from around the world in shaping investment strategies, business development and policy with a meaningful impact. We believe it significantly increases the quality of living, while we know it sustainably accelerates the productivity and profitability of doing business. We pursue advisory, investments and analytics to bring a fundamental change to the way human potential is led and realized.

Copenhagen

Wildersgade 10b

3rd floor

1408 København K

Tunis

2 Rue Hannibal

Gammarth Supérieur

Tunis

Contact

info@voluntasgroup.com

+45 30 53 59 79

The worlds first meaningfulness survey in a public setting

The worlds first meaningfulness survey in a public setting

Case | Purpose Advisory

Horsens Municipality

Investigating the degree of meaning

In Voluntas, we are convinced that focusing on the meaningfulness, people experience in their life, is the key to finding ways to bringing about a fundamental change to the way we lead and realize human potential.

As such, we do not believe that it makes sense to measure employee-satisfaction and/or engagement, as done today in many organizations around the world. Rather, we believe that modern organizations should measure the degree of meaning employees find in their work. Studies show that sense of purpose, leadership, belonging and personal growth drive a greater meaning in the workplace and positively impact employees’ sense of quality of life and motivation. Furthermore, people who find their work meaningful are not only more engaged, they are also more productive and more likely to stay with the organization.

Inspired by a presentation by Morten Albæk, the creator of Voluntas, Horsens Municipality’s department for ‘Handicap, Psychiatry and Socially Vulnerable’ (HPS) was curious to investigate the degree of meaning their employees experience in their work. They therefore invited us to conduct a meaningfulness survey in HPS.

 

The mission of HPS’ employees is to support citizens who are psycho-logically, physically, and/or socially challenged, in activating their potential and living their lives in accordance with their individual needs, dreams, hopes and goals.

Becoming even better at leading and realizing human potential.

A meaningfulness survey is designed to provide a Meaningfulness Quotient (MQ), indicating the degree of meaning that employees find in their work on a scale of 1-5. The design was customized to HPS terminology and subsequently sent to almost 500 employees.

The MQ of HPS was then derived from an analysis of the four drivers, which covered a total of 24 questions. The MQ-questions differ in many ways from a typical satisfaction survey. For example, instead of asking “is the immediate manager good at planning your work?”, employees are asked “do you experience that your manager leads according to the purpose?”

In addition to the survey, Voluntas facilitated a management workshop with 25 managers from HPS. They participated actively in discussing possible initiatives to improve the Meaningfulness Quotient (MQ) and the role of management in creating a framework that facilitates deeper and more existential dialogue between managers and employees. The purpose of this initiative was clear: Becoming even better at leading and realizing human potential.

 

Human beings who deserve to live their lives as meaningful as possible

Overall, valuable insights were gained, and a fact-based platform was created, from which individual sections and managers in HPS can speak openly and honestly about strengths, challenges and potentials.

Head of HPS, Cate Kristiansen comments: “Voluntas has not only given us insights into the current level of meaningfulness among employees, but also helped us working with a holistic focus on our employees as human beings who deserve to live their lives as meaningful as possible”.

And HPS’ ambitions do not stop there. Cate Kristiansen’s dream is to develop a meaningfulness survey in collaboration with Voluntas, applicable to the citizens who come in contact with HPS.

In conclusion, HPS in Horsens Municipality, are ground-breaking pioneers, taking the first steps to fundamentally change the way human potential is led and realized.

Related Insights

Can a Strategic Narrative save lives?

Can a Strategic Narrative save lives?

Probably not. But Bruhn NewTech can. Operating within the field of Chemical, Biological, Radiological and Nuclear (CBRN) defense, they provide software solutions to increase the number of people protected from airborne threats.

Management consultants by profession and philosophers by heart, we work with public actors, private enterprises and investors from around the world in shaping investment strategies, business development and policy with a meaningful impact. We believe it significantly increases the quality of living, while we know it sustainably accelerates the productivity and profitability of doing business. We pursue advisory, investments and analytics to bring a fundamental change to the way human potential is led and realized.

Copenhagen

Wildersgade 10b

3rd floor

1408 København K

Tunis

2 Rue Hannibal

Gammarth Supérieur

Tunis

Contact

info@voluntasgroup.com

+45 30 53 59 79

Patent value realization

Patent value realization

Case | Purpose Advisory

Situation

Investors had been holding onto a non-performing patent with only 10-years of life remaining in it and millions of euros already invested. The plan to create revenue from suing infringing users failed due to lack of infringement.

Solution

After market research and potential utilization mapping, we built a strategy for patent use, partnership opportunities and long term extension, to maximize total shareholder value until patent expires.

Outcome

Packaged patent turn it into a service to identified parties interested and created a low-investment base, ongoing revenue source for investors, with a plan to expand the service and diversify away from time limitation.

Related Insights

Management consultants by profession and philosophers by heart, we work with public actors, private enterprises and investors from around the world in shaping investment strategies, business development and policy with a meaningful impact. We believe it significantly increases the quality of living, while we know it sustainably accelerates the productivity and profitability of doing business. We pursue advisory, investments and analytics to bring a fundamental change to the way human potential is led and realized.

Copenhagen

Wildersgade 10b

3rd floor

1408 København K

Tunis

2 Rue Hannibal

Gammarth Supérieur

Tunis

Contact

info@voluntasgroup.com

+45 30 53 59 79