We can only go so far if we just stick to the features. We need to get to our profound purpose. And then let it lead us to the benefit of the benefit.
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A manifesto can’t be faked. It has to be inspired by a meaningful purpose. If you’re having trouble writing something moving, revisit your purpose.
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Choosing the right stakeholders and prepping them leads to something inspiring and magical happening as we pursue our purpose.
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The benefit-driven, human-centered brand approach recognizes that we are messy, irrational decision makers. And that’s an awesome thing.
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It’s not a matter of whether a Big Audacious Meaning exists. It's a matter of how deep that statement of purpose is buried.
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Telling people what you do is a symptom of a less evolved brand. Highly evolved brands go beyond to reveal what they do for those they serve.
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Branding is essential to help people understand why you’re relevant, different, genuine, and valuable. It helps them discern why you’re right for them.
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What if we had the courage to say that there is a bigger brand purpose to our 9 to 5? Imagine spending our days driven by something that inspires us.
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Businesses continue to realize the benefits of discovering and promoting a purpose. Here is what these organizations continue to uncover and advance.
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Your brand story can be an invaluable asset, helping you do some pretty amazing things. It’s time to know that story with unwavering certainty.
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Service isn’t our differentiator. But it can help us understand that thing our prospects are longing for - how we will make a difference in their lives.
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As any great leader throughout history will tell you, your brand has to win their hearts before it can win their minds.
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The story we tell will be incomplete without both definitions of reason. We need reason. And a reason. It’s how great stories come to be.
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It's not stuff we should give thanks for, but rather, opportunity. After all, it is opportunity that is the real definition of the American Dream.
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It’s time to get excited about the transparency. Because it causes us to be better Are you ready to see what it could help you do. Are you open to that?
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The journey to purpose can be transformative, getting everyone excited and feeling like they are helping on this road to discovery.
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Imagine all of our organizations adopting the promotion of caring as a primary objective. Imagine what that could do for us all.
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Developing real empathy allows us to become incredibly relevant and meaningful to everyone we engage. And, develop a Big Audacious Meaning.
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Getting to a Big Audacious Meaning requires something that may not come natural to us. To embrace humility and focus on those we hope to serve.
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Finding the positive in a situation takes work. But it's worth being optimistic when you consider the ripple effect that it can have.
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