Crafting Success: Inside Etsy's Remarkable Turnaround

Table of Contents

1. Introduction
2. The Edelman Trust Barometer
3. Trust and Distrust in Society
4. The Trust in Business
5. Expectations from Business Leaders
6. The Complexity of a CEO's Job
7. The Case of Etsy
8. The Transformation of Etsy
9. The Role of Purpose in High-Performance Companies
10. The Challenges of Deep Purpose Leadership
11. The Importance of Measurable Social Impact
12. The Connection Between Purpose and Profit
13. The Evolution of Business Leadership
14. Conclusion

Introduction

In today's fast-paced and interconnected world, trust plays a vital role in the success of businesses. The 2022 Edelman Trust Barometer reveals the worrisome state of societal trust, with distrust becoming the default emotion among respondents. While government and media are seen as fueling a cycle of distrust, businesses fare relatively well, being the most trusted institution according to 61% of the survey respondents. However, with this trust comes increased expectations, as 49% of respondents believe that businesses should do more to address societal issues such as climate change and economic inequality. This article will delve into the implications of the Edelman Trust Barometer findings and explore the role of purpose and leadership in addressing societal challenges, using the case of Etsy as an example.

The Edelman Trust Barometer

The Edelman Trust Barometer is an annual survey that measures societal trust in various institutions such as business, government, media, and NGOs. The 2022 edition of the Barometer highlights the widespread distrust prevalent in society, with 49% of the 36,000 respondents believing that government and media contribute to a cycle of distrust. Interestingly, businesses enjoy a higher level of trust, with 61% of respondents considering them the most trusted institution.

Trust and Distrust in Society

Distrust has become the default emotion in today's society, with skepticism and suspicion prevailing in people's minds. The erosion of trust in institutions has significant implications for various stakeholders, including businesses. The findings of the Edelman Trust Barometer indicate a pressing need for institutions to regain public trust by addressing societal issues and demonstrating leadership in those areas.

The Trust in Business

While businesses are deemed the most trusted institution according to the Edelman Trust Barometer, this trust is not without expectations. The survey reveals that respondents believe businesses are not doing enough to address pressing societal issues such as climate change and economic inequality. The public perception is that businesses should go beyond their profit-driven motives and assume a more active role in addressing these challenges.

Expectations from Business Leaders

Respondents of the Edelman Trust Barometer expect business leaders to embrace societal leadership as a core function of their role. They want CEOs to be visible and vocal on issues such as climate change and economic inequality. This implies a shift in the job description of CEOs, making their role more complex and challenging than ever before.

The Complexity of a CEO's Job

The role of a CEO has become increasingly complicated, with societal expectations extending beyond mere financial performance. CEOs are now expected to navigate complex societal challenges, lead with purpose, and make informed trade-offs. The case of Etsy exemplifies this complexity as its CEO faces the daunting task of reviving the company and aligning it with a deep purpose that addresses both economic and social dimensions.

The Case of Etsy

The case entitled "Etsy: Crafting A Turnaround To Save the Business and Its Soul" explores the transformation of Etsy under the leadership of Josh Silverman. As a board member turned CEO, Silverman faces the challenge of reviving the struggling company while staying true to its mission and purpose. The case prompts the question of whether Silverman should accept the CEO role and highlights the divergent opinions among students regarding this decision.

The Transformation of Etsy

Under the leadership of Josh Silverman, Etsy undergoes a transformation aimed at balancing economic performance with measurable social impact. Silverman takes decisive actions to streamline the company's strategy, refocus its marketing efforts, and rightsize the organization. The goal is to create a sustainable business that delivers on its deep purpose while generating profits.

The Role of Purpose in High-Performance Companies

Purpose emerges as a central theme in the case of Etsy and relates directly to the broader concepts discussed in the book "Deep Purpose: The Heart and Soul of High-Performance Companies" by Ranjay Gulati. Purpose goes beyond a mission statement; it becomes an intention and an orienting frame of reference for individuals and organizations. High-performance companies leverage purpose as a generative force to drive motivation, clarity of strategy, reputational benefits, and stronger relationships with stakeholders.

The Challenges of Deep Purpose Leadership

Deep purpose leadership entails embracing purpose as a core driver of the organization's mission and aligning all aspects of the business with this purpose. However, it comes with challenges, including making tough trade-offs, managing stakeholder expectations, and overcoming skepticism. The case of Etsy demonstrates the difficulties faced by CEO Josh Silverman as he makes strategic decisions to revive the company while addressing societal concerns.

The Importance of Measurable Social Impact

The case of Etsy highlights the significance of measuring social impact. While the company had positioned itself as socially minded, it lacked a systematic approach to measure and communicate its impact. Silverman introduces measurable goals focused on diversity, environmental impact, and economic well-being, and commits to publishing audited reports on the company's progress. This approach allows Etsy to demonstrate its commitment to both profit and purpose.

The Connection Between Purpose and Profit

Contrary to popular belief, purpose and profit are not mutually exclusive. Deep purpose leadership involves finding the balance between creating economic value and delivering measurable social impact. It is not about sacrificing one for the other but rather about navigating the razor's edge and making deliberate trade-offs. Etsy's transformation under Silverman's leadership showcases how purpose-driven companies can thrive financially while making a positive difference in society.

The Evolution of Business Leadership

The case of Etsy and the broader discussion on purpose and leadership indicate an evolution in the role of business leaders. Today's leaders must recognize the need to operate in a multi-stakeholder world and understand that purpose is a powerful tool to energize their organizations, align strategy, and address complex societal challenges. Purpose-oriented leaders have the opportunity to create more meaningful work experiences and contribute to a better world.

Conclusion

The Edelman Trust Barometer's findings serve as a wake-up call for businesses, highlighting the importance of trust and addressing societal issues. The case of Etsy demonstrates the challenges and opportunities of deep purpose leadership, showcasing how purpose and profit can align to create a high-performance company. Business leaders must recognize the evolving expectations from society and leverage purpose as a driving force for success, both economically and socially.

Highlights

• The Edelman Trust Barometer reveals widespread distrust in society, with businesses being the most trusted institution.
• Respondents expect businesses to do more to address societal issues, emphasizing the role of purpose and leadership.
• The case of Etsy exemplifies the transformational journey of a company aligning itself with a deep purpose.
• Deep purpose leadership involves making trade-offs, measuring social impact, and connecting purpose with profit.
• Purpose-driven companies can achieve financial success while making a positive difference in society.

FAQ

Q: What is the Edelman Trust Barometer? A: The Edelman Trust Barometer is an annual survey that measures societal trust in various institutions, including business, government, media, and NGOs.

Q: What are the expectations from business leaders according to the Edelman Trust Barometer? A: The Edelman Trust Barometer reveals that respondents expect business leaders to address societal issues, demonstrate leadership on these issues, and be visible in the public sphere.

Q: What is the case of Etsy about? A: The case of Etsy explores the transformation of the company under the leadership of CEO Josh Silverman, who seeks to revive the business while aligning it with a deep purpose.

Q: How does deep purpose leadership balance profit and purpose? A: Deep purpose leadership involves finding the balance between creating economic value and delivering measurable social impact, demonstrating that purpose and profit are not mutually exclusive.

Q: What is the significance of measuring social impact for companies? A: Measuring social impact allows companies to demonstrate their commitment to purpose, communicate their progress, and earn the trust of stakeholders.

Q: How are purpose and leadership evolving in the business world? A: Purpose and leadership are evolving to meet the increasing expectations of stakeholders. Purpose is recognized as a powerful tool that drives motivation, strategy, and stakeholder relationships. Business leaders are expected to operate in a multi-stakeholder world and address complex societal challenges.