The Collective Edge

The big idea:
By creating a brand that connects business plans to commitments and commitments to culture - Crow Works was able to channel the collective edge of this shared interest to build a lasting client relationship built on trust and mutually beneficial business practices.

This idea was first illuminated for me in the award-winning Harvard Business Review article by by Prof. Michael Porter and Mark Kramer, titled Creating Shared Value . By thinking more broadly about what strategic business development can be, the overlap between planning for economic benefit and a company’s ability to positively impact social and environmental conditions becomes more clear and compelling.

This approach is distinctly different from philanthropy - as it is a mutually beneficial way of doing business rather than charity or giving initiative. When we reimagine the impact of our products and markets and redefine our productivity in the value chain - we can build and rebuild supportive brands that shake up industry models. To that end, we can simultaneously create economic value and benefit for our communities through this work.

The opportunity:
The idea of the “Collective Edge” takes this understanding of shared value and combines it with your unique brand position to create a mutually beneficial business environment that simultaneously resonates with your consumers. The result is sustainable and long-game brand affinity and loyalty.

Featured work sample:

Crow Works was built but the desire to restore grit and ingenuity Middle America through stable and fulfilling careers, economic development in what some might consider ‘fly-over country’. Crow Works provides quality experience design and manufacturing expertise to brands like Starbucks who share in the mission to foster healthy and sustainable communities across the United States through healthy and mutually-beneficial supplier relationships.