Good for Business recently launched Message And Purpose (MAP)

Like Good for Business, Message And Purpose (MAP) is driven by the realization that businesses aren’t just brands to be built, but causes to be believed in.™ MAP is dedicated to helping businesses, nonprofits, social entrepreneurs and change agents realize their purpose or ‘why’, and then create a unique MAP that serves as a clear guide for making that purpose come to life for your culture, customers, community and other core constituencies.

Message And Purpose is not an ad agency, design studio, marketing consultancy, public relations outfit or traditional branding firm.MAP provides an immediate means of seeing if you are on track or veering off course. MAP helps inspire your culture to connect and communicate with a real sense of meaning and commitment. MAP shows the way for effectively telling your purpose-led story to your customers and constituencies.

Organizations, businesses and leaders can find their planning and communications drifting off course, straying from their authentic voice and often roaming through a wilderness of empty words, disconnected images, jargon and buzzwords resulting in pained expressions such as  ‘Where are we?’, ‘Who are we?’,  ‘Where are we going?’ all cued by the most important question—‘Why?”.

The route to meaningful, confident and even courageous communications starts at a place called purpose. Message And Purpose (MAP) is here to help you develop a guide for creating purpose-led plans and communications designed to move you nearer to your noble goal

We invite you to learn more about Message And Purpose by visiting the web site:




We recently had the opportunity to work with the Wisconsin Alumni Research Foundation (WARF) in developing an purpose-led brand platform.  WARF was founded in 1925 and is recognized as one of the leading technology transfer organizations in the world.  Our work with WARF started by taking the following steps: communication audit; key stakeholder interviews; employee interviews; Cause for Creative communication blueprint development sessions and development, presentation and selection of new purpose-led brand platform.  The new platform featured a brand new WARF identity (see above); purpose statement; platform statement and construction of key messaging tools – from new web site to business cards.

We helped WARF unearth their purpose: We help steward the cycle of research, discovery, commercialization and investment for the University of Wisconsin.  From that we developed the platform promise: Investing in Research, Making a Difference.  The purpose and promise statements formed the foundation for this platform statement:

The Wisconsin Alumni Research Foundation, WARF, is your proven leader in technology commercialization and endowment management with many resources to invest in your discoveries and success. Founded in1925 to manage Professor Harry Steenbock’s discovery that irradiation of food increases the Vitamin D content of food, WARF is an independent non-profit dedicated to investing in research making a difference – for the researcher, the University, commercialization partners and the world. WARF’s leadership in technology commercialization has resulted in processing over 6,300 discoveries from University inventors and over 2,300 patents on those discoveries, including more than 1,600 licensing agreements with companies all over the world. These agreements have led to products that diagnose disease, cure disease or improve the quality of life for patients; increase food production and safety; create research tools that advanced science; improve communication and computing, provide jobs and increase the number and quality of start-up companies emerging from the University. With leadership in technology commercialization comes leadership in endowment management. WARF’s $2.5 billion endowment is managed to be a difference maker as it helps expand the margin of excellence for the University today and into the future. Stewardship of the endowment aims to ensure consistent growth in WARF’s annual gift to the University and the flexibility to provide support for major projects that advance the University’s competitiveness. With the combination of investment management, donor-directed contributions and licensing revenues, WARF grants to the University total $1.4 billion ($700 million over the last 15 years). These grants have funded more than 57,000 research projects, scores of named professorships, thousands of graduate fellowships, helped retain top faculty and partially or fully paid for the construction of nearly every research facility on campus, a total of some 52 projects, including the Wisconsin Institutes for Discovery. Recipient of the National Medal of Technology, the nation’s highest award for technological achievement, WARF looks forward to the possibility of investing in helping your research make a difference.





We at Good for Business are delighted to share with you some ‘fresh’ creative work. We were selected by the recently created Fund for Lake Michigan to develop a communications blueprint, logo, tagline, identity package and website. The Fund for Lake Michigan is focused on making a profound impact on the health of Lake Michigan and its communities. They are here to help ensure the Lake continues to be both an economic powerhouse and an environmental treasure to the citizens of Wisconsin and the Midwest. They do this by investing in projects that benefit local communities and the environment; by embracing a high standard of openness about what they support and the criteria that drives our decision-making; and by rigorously evaluating results. They aim to leverage the investments of other key Lake Michigan donors, pursue partnerships and use the Fund’s power as a convener to promote collaboration. Their grants focus on projects that achieve tangible near-term and long-term results such as protecting critical natural habitats and making water resources more swimmable, fishable and drinkable. Their Oversight Committee of Trustees manages the Fund, establishes grant making priorities and guidelines, and makes funding decisions. Trustees include representatives from Madison Gas & Electric, Wisconsin Electric Power Company, Wisconsin Public Power, Inc., Clean Wisconsin, the Sierra Club, and the Wisconsin Department of Natural Resources. We invite you to learn more about the Fund for Lake Michigan is clearly making a deep impact by visiting the newly launched web site:


This season, spread the word. Enjoy and share this peaceful message from Factivist and Good for Business.

We don’t like to use our blog to brag, but please bear with us this time.

Good for Business was just recertified as a B Corp. When we were originally certified as a B Corp in 2010, we were honored to be a part of the B Corp community. This recertification is even more meaningful due to the fact that our total score was better than in 2010. We believe one key reason for this improved performance is our work with purpose-led organizations and businesses. Other supporting reasons include our founding commitment to social responsibility and sustainability.

B Corporations are a new kind of company which uses the power of business to solve social and environmental problems. There are currently over 530 Certified B Corporations from sixty industries.

Certified B Corporations meet higher standards of social and environmental performance, transparency, and accountability. It’s like a LEED certification, but for a business, not just a building (or Fair Trade certification, but for a business, not just a bag of coffee). The performance standards are comprehensive and transparent. They measure a company’s impact on its employees, suppliers, community, and the environmental. Unlike traditional corporations, Certified B Corporations are legally required to consider the impact of their decisions on their employees, suppliers, community, consumers, and environment. Long term this will lead to a legally recognized new corporate form (like a C Corp or an S Corp) and tax incentives, procurement preferences, and a social stock exchange for sustainable businesses. Already seven states (CA, NY, MD, VT, VA, NJ, HI) have passed Benefit Corporation Legislation, and the city of Philadelphia passed a tax break for Certified B Corporations in December 2009. In April 2012, San Francisco passed legislation giving procurement incentive to Benefit Corporations in the Bay Area.

The certification is determined by B Lab. B Lab is a nonprofit organization dedicated to using the power of business to solve social and environmental problems. B Lab drives systemic change through three interrelated initiatives: 1) building a community of Certified B Corporations to make it easier for all of us to tell the difference between “good companies” and just good marketing; 2) accelerating the growth of the impact investing asset class through use of B Lab’s GIIRS impact rating system by institutional investors; and 3) promoting supportive public policies, including creation of a new corporate form and tax, procurement, and investment incentives for sustainable business.

We were the first B Corp certified in our hometown of Madison, Wisconsin. We hope other businesses in our community and throughout the country seek B Corp status.

Working Capital for Community Needs (WCCN) partners with individuals and organizations in Latin America and the U.S. to build sustainable economic opportunities that help people work their way out of poverty. Utilizing the powerful tools of microfinance and fair trade, WCCN provides low-income Latin American entrepreneurs, small farmers, and their producer-owned cooperatives access to financing so they can grow their operations and work their way out of poverty. WCCN also promotes women’s empowerment and housing improvement initiatives and fosters greater understanding, goodwill, and peace through people-to-people exchanges.

Good for Business had the honor again this year to help create WCCCN’s 2011 Annual Report. What helped makes the report so compelling is the balance between meaningful words, wonderful images and strong design. We encourage you to support WCCN by visiting

Good for Business recently helped develop the communcation strategy, name, logo, tagline and messaging platform for a brand new non-profit. We helped them unearth their purpose ‘Expanding Organic Opportunities’. We then worked with them in crafting a message strategy that outlined their key audiences, the competitive and collaborative climate, value proposition and ‘brand personality’. Based on this strategy, we proposed a variety of names. ‘The Organic Processing Institute’ was selected. We then developed a variety of logo and tagline options. The selected logo and tagline are showcased here on this post. Here’s the one minute message platform:

The Organic Processing Institute is here to help you navigate a path to successful organic processing in the Midwest. We help forge links among organic farmers and processors to ensure sustainable success. Whether you are a current processor or want to become one, we can help you thrive. The Institute offers short courses, mentoring programs, research summaries, open houses, and processing tours. We can help you take advantage of real growth opportunities by providing assistance with entrepreneurship training, business development tips, organic planning, sourcing, compliance, and organic certification. The Organic Processing Institute is a nonprofit dedicated to cultivating a healthy return on your processing investment.

We at Good for Business encourage you to learn more about the Institute and how it will be a key means of expanding organic opportunities in your local community, the Midwest and beyond. A web site is currently being constructed that will provided more information (