What exactly is the purpose of purpose?
While it’s important to articulate, your brand’s ‘why’ is nothing without a strong ‘how’ to back it up, argues Lisa D’Amico.
Purpose seems to be the raison d’etre for organisations today. Thanks to Simon Sinek, our ‘why’ has gained almost obsessive evangelism in business. It’s touted as the way to recruit talent, inspire employees, build profits, contribute to society and even solve problems our governments can’t address.
The thing is, it all starts to sound terribly confusing amongst all the other business lexicon that feels like too many words.
Purpose = Market positioning
What exactly is the purpose of this article?
The ‘why’ is not the positioning. The ‘why’ leads to the positioning.