The Company You Keep: When Partnerships Test Your Purpose
Partnerships today carry profound implications. Each one publicly signals an organization's priorities and values to its stakeholders. They aren't just vendors or collaborators—they're an extension of your purpose.
That's why Artisan's recent "Stop Hiring Humans" campaign hit a nerve. Designed to provoke, it promoted automation at the expense of humanity. Artisan's CEO said it didn't reflect their values—but intent doesn't erase impact. For purpose-driven organizations, this is the moment to ask: Do your partners honor what you care about—or undermine it?
Why It Matters
Your partners are a reflection of your purpose. For example, when Artisan launched their "Stop Hiring Humans" campaign, they undermined the dignity of human labor—and they demonstrated how quickly a partner can put purpose to the test. Here's what they put at stake:
Stakeholder trust: Misalignment can create doubt about your authenticity and values
Employee pride: Your people need to see that you stand firm on purpose, especially when tested
Your ability to deliver on purpose: Partnerships that don't align can compromise the outcomes that matter most to your stakeholders
Purpose as Your Compass
Purpose-driven organizations can't afford to look the other way. When evaluating partners, ask:
Do their actions align with their purpose? Messaging, operations, outcomes—it all matters
What's the impact on stakeholders? If it risks trust or dignity, is the relationship worth it?
Are they committed to doing better? Purpose is a standard—not a trend. Hold them to it
This Is Your Opportunity to Lead
When partners miss the mark—purpose-driven organizations lean in. Set the bar higher:
Challenge your partners to align intent with impact
Use influence to transform partnerships into proof points for purpose
Be willing to walk away when alignment and accountability are out of reach
The Bottom Line
Artisan's campaign doesn't define them—but it does raise a flag. For those organizations driven by purpose, this isn't just about choosing the right partners. It's about helping partners rise to the standard purpose demands.
Purpose doesn't waver under pressure. It leads.
Strategic Business Leader | Driving $1.2B Revenue Growth | Expert in People Empowerment & High-Performance Cultures
7moThis is such a critical matter for companies to give thought to- what I've seen and indirectly experienced is a partnership is valued more than the employees of the company, no matter the behavior of said partner. It's caused employees to feel they cannot speak up because at the end of the day what appears to matter most is the bottom line. If you don't live your values out loud both internally and externally with the companies you choose to do business with, you may as well not have them. I do think companies can have a miss, but what's important is what you do after that miss is recognized- that's when you know what values truly matter.