I was reading a consultant’s blog post in which he was offering advice to businesses curious about incorporating purpose into their approach. His advice was troubling. His view was that it was enough to simply make sure the business was viable. I agree that viability is the baseline. The business…

There is so much we want to say about our brands. So much that we want people to know. It’s easy to work ourselves into a frenzy, cranking out message after message to make sure our prospects recognize all the features of our offering. I had run into this not…

What have others found important to know when it comes to branding and taking a purpose-driven approach? Here are 5 of the most read posts from the first quarter of 2022 covering those topics. An easy brand language change that can make you irresistible — It is undeniably compelling when…

We marketing people go through a lot of effort to find that one perfect thing to say to enthrall our prospects. We’ll pour over research. We’ll write creative briefs. We’ll brainstorm. I know I’ve gone down many a rabbit hole searching for the exact perfect story to tell those I…

Why would an organization prioritize a way of doing business that leads to incremental gains rather than choosing a path to achieve exponential growth? You might say that there must be unusual risk involved that keeps them from opting for the bigger prize. Because that would explain it. But I…

Everyone can agree that having a purpose is a good thing. But what constitutes a powerful purpose? What can it really do for an organization? And how do you go about clarifying one? Those are questions that I still get asked. Answering them could fill a book. Well, actually, they…

Today, leading brands are investing time, effort, and money in a pursuit to understand the difference they can make. The difference in a life, a community, or even the world. In other words, their purpose. What is it that these brands know that causes them to willingly and enthusiastically make…

What you do is not what ultimately makes you desirable to those you hope to serve. Unfortunately, this is difficult to discern when you conduct research with your customers and prospects. I’ve seen plenty of this research. You ask a group why they like or prefer a brand. They’ll tell…

Nurturing a purpose-driven approach to your brand is an ongoing effort. It’s one thing to claim that you are purpose-driven. But it is quite another to embody it. Your language is one of the most accessible areas that can help you demonstrate your purpose. By being more intentional and adopting…