How we aligned CSR with our unique selling proposition

I’m surprised that so many corporate social responsibility (CSR) programs have nothing whatsoever to do with the organization’s unique selling proposition (USP).

When I ask why, I often hear, “I inherited it and have far too many other fires to put out without having to worry whether our CSR is aligned with our go-to-market strategy.”

Failing to prioritize the link between CSR and USP is a lost opportunity. At Peppercomm, we take a different approach.

In the beginning

More than a decade ago, I incorporated stand-up and improvisational comedy in our training and development program. I did so after performing stand-up as a sort of bucket list item, thinking it would be a one-and-done. It wasn’t. The emcee that night pulled me aside and said: “You weren’t half bad. Would you like to perform at my show next Friday night?”

I started performing. I bombed more times than I care to remember. But over a two-year period of performing stand-up and improvisational comedy, I began to realize something very cool was happening in my real world of public relations.

I was becoming a better listener. I was able to fill those awkward gaps of silence that seem to occur in almost every new business or client meeting. And I became adept at engaging the client-side executive who was busy multitasking while I was presenting.