Shows us that you really took a hard look at who you are and the difference you are here to make. Then live it in a way that gets us excited about engaging with you. We want to believe in purpose. But you have to believe in it, too.
Read More
A sense of purpose elevates a brand. It creates a level of desirability that transcends everything else. These are the brands that have prospects seeking them out. Because they stand for something meaningful. Something galvanizing. Something irresistible.
Read More
Purpose shares those same character-forming powers that we encountered in at the beginning of our learning adventure. Those were lessons that formed the successful people we are today. Imagine what it could help us and our organizations become in the days ahead.
Read More
There is a new expectation. An expectation that purpose becomes part of our operating model. It's not a suggestion. It's the world's largest investor, BlackRock, telling us it is becoming a requirement.
Read More
When you have a brand purpose, you get rewarded in extraordinary ways. That's not something you can trigger with a bigger marketing spend. Those are privileges that only purpose can bring to your organization.
Read More
People would trade compensation for brand purpose. As consumers, we all will opt for the purpose-driven option when given the choice. All of which explains why purpose-driven organizations outperform their peers.
Read More
We can fight the brutal battle for more customers. Or we can choose to gather in our believers with a brand purpose. And reap the rewards.
Read More
Personas give our purpose-driven brand an empathy-inducing ability. To care more about what the prospects need rather than what we want to sell. And in the process, give them a reason to care about us.
Read More
There have been a number of excellent posts recently that help highlight the power of clarifying and embracing the purpose at the core of our brands. Here is a short list of the must-read ones.
Read More
We’ll need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
Read More
Do we let the times we live in turn our messaging into an inconsequential peashooter or, do we turn it into the emotional sledgehammer that it could be?
Read More
Data is incredibly important in today's world. But its full potential can't be realized unless we transform those numbers into stories.
Read More
We may not be able to stop the tsunami of content that we face. But we can create islands of sanity. Where those we hope to serve can escape.
Read More
Thankfulness is likely to spread. It's contagious. Thanking one person makes it more likely that they will thank another starting a thankfulness epidemic
Read More
Our prospects' story has a villain. And they are looking for someone to help them vanquish this ne'er-do-well that stands between them and their dream.
Read More
You know that feeling you get when you just have to click that button? We’ve all been there. It can almost feel futile to resist the appeal.
Read More
With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
Read More
With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
Read More
When we start with our story, the answers will reveal themselves. And all those questions about ads become a whole lot less vexing.
Read More
It's not just about what our website says. It's about what it relates. How it empathizes. How it starts a conversation. And how it inspires.
Read More