Empathy can help us develop groundbreaking ideas by truly understanding those we're serving so we can create things that really get to the heart of their need.
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Humility brings out the best in us. And that creates fertile ground for our Big Audacious Meaning to flourish.
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In the mad rush to quantify our every move, we may be giving up a little too much of our humanity. We may be leaving wonder behind.
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By inviting people into your brand purpose, you not only connect with your believers’ need to belong, but you also fulfill their desire to create meaning in their lives.
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There are clues to a brand purpose lurking throughout an organization. You know them when you see them. The passion is undeniable. And the efforts feel very personal.
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If we want to get people engaged, it can’t just be about business. We have to give people something that connects with them on an individual level. It’s got to get personal.
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We all want to feel like what we are doing each day is contributing to making a difference for someone. Rather than just feeling like we are just trying to keep the wheels from falling off.
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People are waiting for purpose. Yearning for it. And if we give it to them, we may just be surprised how proudly they wear it. Right there on their sleeve.
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Asking the question is not disrespectful, nor does it diminish the outcomes we have already defined. Rather, it helps us push on to to see if there is something more to express.
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The pursuit of purpose happens in companies when individual and organizations align in the context of Maslow's hierarchy of needs.
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Brand purpose should call the shots. It doesn’t mean we don’t need the mission statement. We just need to remember that it’s the sidekick.
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In the shifting sands of the current environment, organizations of all types are starting to see how purpose can provide the solid footing that allows them to confidently push forward.
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Purpose should be at the heart of everything an organization does. Everything should be built on an undeniable and irresistible sense of purpose.
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Purpose needs to have an unassailable connection to the top and bottom lines. Only then will it be viewed as a critical asset and not just a nice thing to do.
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A Brand Purpose is found at the intersection of meaning and money. It is the magical territory where how we make a difference aligns with how we make a profit.
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They are the yin and yang of our brand purpose quest. When they are in harmony, it allows us to see things and express things in ways that step outside of the ordinary.
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Brands with a Big Audacious Meaning understand that we want to care. Because of that, they seem unique to us. They seem genuinely different. In simplest terms, it gives us a reason to say, “We care.”
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The only way to mitigate this crisis is to bring real meaning back into the equation. That means offering something more than just a sales pitch. Something that gives them a reason to care.
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