John Lewis Partnership
How To Be Happier - Creating Purpose For 78,000 Partners
John Lewis Partnership does not have employees. It has Partners. Engaging with these Partners has been a central part of JLP’s vision for 125 years. Faced with a changing retail landscape exacerbated by Covid, JLP needed to refresh that vision and update its mission statement, its Purpose.
This was something we could only do by galvanising 78,000 Partners. Why? We were trying to set a new agenda for the organisation and decided to do it with every one of the partners – to maximise input, ideas and engagement and minimise the risk of it ‘not being made here’. Together, we would co-create a refreshed Purpose that would enshrine and define what JLP stood for.
At the heart of John Lewis Partnership is just that: Partnership. Each Partner co-owns the business, and therefore has a stake in its future. Partners range from managers and executives to delivery drivers, warehouse workers and shop floor staff. The challenge was therefore reaching this diverse employee base, many of whom work offline without everyday access to the web.
What we did:
- Purpose and creative deliverables development and production
- Project lead
- Co-creation facilitation
- Process design and management
- Insight and strategy
- Creative concept
- Design system
- Internal comms
To do that, we pioneered co-creation at scale: ensuring we had both breadth and depth of insight, as well as a dedicated team of decision makers – a Purpose Working Group consisting of 16 Partners from across JLP, who absorbed input from 12,000 Partners, 3,000 customers and 50 suppliers. Using a combination of stakeholder groups, technical innovation and events, we created a purposeful wave that reached even the most far-flung corners of the Partnership.
We kept the conversation going
The impact was immediate so to maintain momentum we recruited a network of communication activators. They inspired fellow Partners and regularly posted updates on a Google Chat channel to motivate and inspire their peers.