04/07/2019
There's a continuing debate amongst ceo’s, marketers, brand managers, consultants and agencies around purpose in business and purpose for brands. Which comes first?
The first and biggest challenge for all is moving purpose from being just a motherhood statement on walls and brands, to something that leadership lives - something that mobilises people to behave differently. The benchmark for decision making in their business.
Easier said than done, as we found out for ourselves the hard way. Now we need to constantly ensure purpose dictates our business behaviour, not the other way around.
unearthing the purpose