What makes it so irresistible is that we're no longer restricted to that small sliver of our waking hours. It expands what we believe we can do. That can be truly transforming.
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I propose a new standard. Let's embrace the wit and humor by agreeing that we can only be snarky if we accompany it with real ways that we're going to help make things better.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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?
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Data is incredibly important in today's world. But its full potential can't be realized unless we transform those numbers into stories.
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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.
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Thankfulness is likely to spread. It's contagious. Thanking one person makes it more likely that they will thank another starting a thankfulness epidemic
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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.
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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.
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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.
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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.
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