The costly assumption about brand purpose

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 has to be viable in order for it to continue. But he had the view that purpose was a…



Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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