This simple question can uncover those things that can guide us to that awesome storytelling that we're striving to achieve.
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It's no longer enough to position our brand in relation to the environment and the competition. With purpose, we can differentiate in spite of those things.
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A purpose orients a brand to how it will make a difference in lives. This gets us out of the game of invading their world and just shouting louder.
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This is how customer service people shake the bad rap and begin to capture the dignity and power that comes from being in service to someone else.
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We need the hope that comes from a purpose. We need to be able to look forward to the things we can do to make a difference in the world.
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We can't assume that everyone we hope to serve knows our purpose. Vagueness saps its power. When it's clear, so is our future.
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We could light the fire of purpose that ignites a passion in all those around us. Imagine how awesome that would be. That's the dream.
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We spend half our waking hours at work. Half! Why are we so willing to allow half our time to be so uninspiring? So lacking in passion?
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Imagine when companies start to discover that the path to purpose is also the path to success. Imagine customers rewarding them for the good they spread.
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Here is another survey of the insight being shared around purpose – one of the biggest movements in business today – along with some must read sources.
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Purpose continues to expand with a wide range of thought leadership. Here are five sources that offer some helpful insight into the movement.
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It's a journey to discover a purpose. But what we shouldn't forget is that, when you get there, the real adventure is just beginning.
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Purpose is easily thought of as doing good. But that's just the half of it. What often gets lost is that it's just as much about doing well.
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Brands become powerful assets when people identify with them. That only happens when the brand strategy is intent on bringing meaning to the relationship
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People want great content and reward companies for providing it. What the data is showing us is that we’re just not doing it right.
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When people say, "It's just good business." I don't think they mean that it's the most optimal thing to do for the business
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We don't have to wait for the entire organization to adopt a larger purpose. We can bootstrap, prototype, and pilot purpose.
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The story hierarchy can be an invaluable addition to all our messaging efforts since it illustrates how our Big Audacious Meaning gets put to use.
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Your brand values can be powerful assets. Assets that help you bring to life what you believe as well as guide what you do.
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You can know why you do what you do (your brand purpose), but if you don't know who you are (your brand personality), nothing that you do will ring true.
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