The Purpose of Why

Every brand has a why — whether you know it or not.

When you hear “purpose-driven brand,” you probably think of companies that donate their profits to charity, or give free shoes to children in need, or offer eye exams to underserved communities.

But your brand doesn’t need to be out to save the world in order to have a purpose. At its heart, purpose is simply about making people’s lives better. That “better” can be as profound as decarbonizing the economy, or as simple as giving Nancy in the front office an easier way to track customer calls. So, how do you define and communicate your purpose in a way that makes an impact on your customers, your stakeholders, your employees, and your bottom line?

That’s where I come in.