When we start with our story, the answers will reveal themselves. And all those questions about ads become a whole lot less vexing.
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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.
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Perhaps the most powerful aspect of our brand is not how it looks or sounds. Rather, it is the stories that our brand has the potential to trigger.
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Let's make the story as clear and compelling as we possibly can. We just may be surprised everything that it can help us get done.
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A great story is full of magic and wonder. It helps us feel like we can be part of something larger than ourselves. Something that can make a difference.
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Articulating a core belief eradicates the vagueness swirling around our story. Equally as powerful is the launch pad it creates for that story to take off.
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When we start with that profound difference we will make, our story becomes inspired - and connects people with that meaning they're longing for.
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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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If you want to see what content marketing can do, start creating things that really help people. And make sure it makes sense coming from your brand.
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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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