Clif Bar believes so strongly in the value of going organic that they offered to share their expertise to help their largest competitor (Mars’ brand Kind Bars) transition to using more organic materials. In the New York Times, Clif challenged Kind to “make an investment in the future of the planet and our children’s children by going organic.” Clif offered to give away not just their knowledge about how to go organic but added in 10 tons of organic ingredients as an incentive. Talk about living your values!
Clif made this offer because they see their purpose as bigger than making energy bars. Their aim is higher than making any one product; their goal is to impact the food system and increase the use of organic throughout the country. As part of this effort, they are not only challenging Kind but also serve as the largest private funder of organic research in the country.
For Clif, the goal of organic is bigger than sales, and they have recognized that they need to inspire partners to work with them to achieve it. It reminded me of that old adage about the bricklayer not just laying bricks or even building a wall, but as someone who saw his job as helping to build a cathedral.
How high is your organization’s vision? Have you inspired people to work for a cause or are you mired down in making products? You may know the answer to that if you’re willing to share your knowledge with a competitor in order to achieve it.