Two similar companies separated by their mission
Adidas: The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.
Nike: To bring inspiration and innovation to every athlete* in the world. *"If you have a body, you are an athlete."So what's the difference?
Nike offers to do something WITH it's customers.
Adidas merely offers to do something for ... it's shareholders?
"How can you create shared purpose? It's simple, but not easy"
Source: Purpose is Good. Shared Purpose is Better (Harvard Business Review)
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