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Purpose - or a Big Audacious Meaning - is the path to transformation. Transformation of everything from your culture to your branding.

"Big Audacious Meaning" amplifies the power of purpose. It is defined as the profound difference you make in a life, a community, or even the world. This definition is key to helping an organization find the real meaning that it can embrace.

Purpose - or a Big Audacious Meaning - is powerful because we are all looking for meaning. Whether it is in our work or in our spending. We want to feel like our time and money are spreading some good in the world.

Many agree that purpose can be transformational. But does profit have to suffer in order to adopt that purpose? The findings may surprise you. It's why adopting a Big Audacious Meaning is one of the most exciting strategic opportunities available to any organization today.

With purpose - or a Big Audacious Meaning - you can help people get to the most valuable thing they're looking for. To become better versions of themselves. Most organizations miss that they can help spark this transformation.

Any organization can embrace a purpose (Big Audacious Meaning). It can spark a transformation that unlocks the potential of everything from your culture to your branding to your sales.

The 5 Whys is an exercise that enables any organization to clarify its purpose. By asking why 5 times we can get to the heart of the organization's Big Audacious Meaning. It is the first step to sparking a transformation.

Clarifying a purpose is the first step. But it can only come to life if you bring it into your story. Once you do, you discover the most compelling way to engage those you hope to serve. It sparks a transformation, helping you amplify the story you share in everything from your branding to your sales conversations to your employee communications.

How do you bring purpose into your brand story? The Thrust Story Framework gives you the structure. Moreover, it makes all those elements of your story more compelling by helping you define The Hero, The Villain, The Sage Guide, and more. It can be transformational for everything from your culture to your branding.

Whether you are a not-for-profit or a for-profit organization, the principles in Big Audacious Meaning will help you clarify a purpose and bring it into your brand story.