Nobody jumps out of bed in the morning thinking, “I can’t wait to get to work and spread a little more mediocrity in the world!” We all want to feel like we are contributing. And we get really stoked when we feel like what we are doing is making the world a little better place.

This is what a brand purpose can do for an organization. Read about the effect of developing  a big purpose for your brand in the post, "How big is your meaning?"