Catalyst

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.

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.

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.

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.

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.

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.

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.

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.

Purpose should be at the heart of everything an organization does. Everything should be built on an undeniable and irresistible sense of purpose.

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.