The Purpose
Profit comes naturally when you're making a difference in the world.
Ultimate success can look quite different from market dominance—ask Patagonia. Not every brand will save the world, and success in commerce is still a noble goal, but even that remains elusive if a brand does not pin down a larger, deeper aim.
What are we trying to change? It’s a foundational question that must be answered before any other, because it’s the deeper motivation for all of our decisions. And it doesn’t have to be large-scale, just meaningful and powerful.
“Changing the lives of your community is changing the world, even if it is in small ways.”
Warby Parker is giving vision to those in need, Tom’s is shoe-ing barefoot children. Haircare brand Rahua is saving the literal air we breathe. But some brands have tidier ambitions. Crayola wants kids to be original. Kérastase wants to give women confidence. NBC Sports Network wants to bring high-quality sports stories to fans’ eye level. Each of these iconic brands is looking to their purpose in everything they do. Because changing the lives of your community is changing the world, even if it is in small ways. Even if the purpose is just to bring joy to those you want to serve.
It’s hard to find a how without a why. Defining your raison d’etre clearly will give you something vital to aim for, opening up the pathway to brilliant execution and longevity.