Why do you exist?

Stumbled upon this article from 1995, BUILDING A VISIONARY ORGANIZATION IS A DO-IT-YOURSELF PROJECT: A CONVERSATION WITH JAMES C. COLLINS by Joe Flower. Although it’s ten years old, many principles and ideas still apply. And here’s an excerpt from it… Continue Reading →

What would Walt do?

In Built to Last by Jim Collins and Jerry Porras: the Disney film studio languished for nearly fifteen years after his death as Disneyites ran around asking themselves, “What would Walt do?” Perhaps the more fitting question is not what… Continue Reading →

Millward Brown Perspectives Volume 6 (2013)

Lots of great info about purpose and brand in Millward Brown’s annual publication in 2013. Here are some highlights: Purpose change. But sometimes a company’s purpose has to change because the world around it has changed, as when 20 years… Continue Reading →

What will it take to be a successful entrepreneur in the future?

Esther Dyson, chairman of Adventure Holdings, on what it takes to be a successful entrepreneur: The best entrepreneurs have a sense of purpose that drives them. You can pivot better if you have a purpose, because then you have something… Continue Reading →

P&G former CMO’s 5 lessons in marketing and branding

P&G former CMO, Jim Stengel, shares the lessons he learned in marketing, branding, and life with P&G at a session for Association of National Advertisers Masters in 2008. The five lessons: To put people at the center of what we… Continue Reading →

Mission and Purpose

In Onward: How Starbucks Fought for Its Life without Losing Its Soul, the CEO explains that they once strayed from their mission. He also explains how he views the relationship of mission and purpose: Starbucks’ mission statement had never been… Continue Reading →

Khan Academy’s Mission

Khan Academy’s Mission Our mission is to provide a free, world‑class education for anyone, anywhere. This is how they describe their story: What started as one man tutoring his cousin has grown into an 80-person organization. We’re a diverse team… Continue Reading →

KPMG’s Anthem

Speaking of KPMG and Purpose, here’s their anthem video:    

Ikea’s Mission

As described by Ikea Group CEO Peter Agnefjäll in a FORTUNE article: We’re guided by a vision to create a better everyday life for the many people. That is what steers us, motivates us—that is our role. Recommend the article… Continue Reading →

SurveyMonkey’s Mission

Some may think surveys aren’t the most exciting thing in the world, not for the people at SurveyMonkey. The mission of SurveyMonkey is simple and straightforward. As stated on their website: We want to help you make better decisions. That’s… Continue Reading →

What is airbnb a symbol of?

Here’s a great video explaining airbnb’s big idea and what their logo represents: And I like how they articulate their mission on their blog: We asked ourselves, “What is our mission? What is the big idea that truly defines Airbnb?”… Continue Reading →

A quote about Purpose from Starbucks’ ceo from Forbes

  When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible. – Howard Schultz

How to build the perfect workplace

A great read over at FORTUNE on how to build the perfect workplace. By looking at the 100 best companies to work for, he finds that they focus on four elements of culture: mission colleagues trust caring When it comes… Continue Reading →

Google’s 10 things to transform your team and your workplace

Another great read from FORTUNE. This one is from Laszlo Bock, SVP of people operations, Google. He offers 10 steps to transform your company to a “high-freedom” environment. First thing on the list is, give your work meaning: Work consumes… Continue Reading →

We believe + Purpose

“We believe” provides the context for your Purpose. In communicating your Purpose to employees and customers, it is important to also have what we call the “We Believe” statements with it. By telling your audience what you believe and what… Continue Reading →

General Mills and Purpose-driven marketing

Here’s a great article from CMO.com about General Mills and how they are embracing purpose-driven marketing. Some highlights: Outlining a brand’s purpose and then shaping brand engagement around that purpose is the key to effective marketing. Seek to serve the… Continue Reading →

11 Best Resources for Purpose Marketing

BrightHouse has a list of 11 wonderful resources for marketing. The list includes a selection of insightful and inspiring videos, studies, articles and books. From the list, these are our favorites: How P&G, Google and Southwest Learned to Sell With… Continue Reading →

TED Talk: A story of purpose

A great TED talk by Joey Reiman, founder of Brighthouse.    

Unilever on B Corp and Purpose

Just came across this article on Unilever’s plan to become a B corp on Guardian. Here are some quotes highlighting the movement of businesses becoming purpose-driven: The movement to put purpose at the heart of business strategy has received a… Continue Reading →

2012: The Rise of the “Good Companies”

From Fast Company’s article about 20 moments from the past 20 years that moved the world forward:  Businesses focused on social good have been around for decades, but the concept really took off in 2012, as new laws in several… Continue Reading →

TOMS’ Brand Video


Ambitious Purpose

At last year’s Association of National Advertisers (ANA) conference, in an interview, former P&G CMO talks about how ANA became successful and the importance of having an ambitious purpose:  The ANA has had explosive growth since 2001, 2002. And the… Continue Reading →

Power Of Purpose Infographic

An infographic from BrightHouse about Purpose:

Harley Davidsons Purpose

From their website: Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. Fulfill dreams of personal freedom – simple, powerful, and inspiring.

Purpose of General Mills

General Mills is another company that is making Purpose its core. On their website, you’ll find that Purpose is one of the major pages under their company section. Here’s what they say about their Purpose: We serve the world by… Continue Reading →

What is Purpose?

Here’s a great video explain what purpose is from BrightHouse: