People don't want to adopt a new idea. They have too much in their head already. You have to have something meaningful to say about your brand. And you have to find a way to keep it simple.
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Throughout my work in the field, I have discovered a handful of rules that can help any organization in pursuing a purpose. Here is a summary.
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Your believers are the ones who can help you clarify your purpose, carry it out into your organization, and then evangelize your team members.
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It's easy to assume that your purpose is automatically moving. But those you hope to engage may not feel what you feel.
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Make your purpose about those you hope to serve and watch what happens. It can become magical.
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The place to begin is with the difference your purpose could make in just one life. Start here. And then see just how far it could take you.
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Your product can make you preferred by your prospects. But it is your brand that will make you irresistible.
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Brand strategies and frameworks need to get past the rational and embrace the magic that a brand can stir within us.
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If your purpose helps divert energy from fear turning to hate, it would be a pretty wonderful purpose. One that the world could use right now.
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Maybe this time this age-old idea of serving others to succeed will stick. And stay. In fact, maybe it's on us this time.
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This is how your purpose becomes tangible and demonstrable. It all starts with the difference you make in just one life.
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Clarifying a purpose can do so much to help anchor and unite an organization. And that's just the beginning.
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Over the years, a few truths have emerged from my work with helping organizations pursue a purpose. Here are 5 truths from that journey.
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From the Harvard Business Review to Starbucks, here is a roundup of posts to help guide us all in the pursuit of purpose.
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Imagine you're no longer getting up in the morning to make darn good widgets. You're getting up to make a difference.
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We have the opportunity to get these right. To create something that actually inspires everyone. The first step is to understand the role of each of these guiding principles.
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Start building a cohort of brand believers. And let them help you propel your brand to greatness.
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Brands that succeed in connecting with us do so because they offer us something that is in short supply and high demand. Meaning.
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It begins when we make the commitment to expand our definition of how our brand serves our prospects. Not just their needs. But their desires and aspirations.
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Here is a round-up of 5 useful posts for organizations that are looking to discover what purpose can do for a brand.
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