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In our annual publication TOKYO2019, we interviewed Simon Sinek, the author of the global bestseller Start With Why – How Great Leaders Inspire Everyone to Take Action.   Simon Sinek – an unshakable optimist He believes in a bright future and our… Continue Reading →

The State of Purpose Among Business Professionals Study

We are pleased to release “The State of Purpose Among Business Professionals Study”. It is available (in Japanese only) on our website as PDF. With the goal of understanding the mindset of the Japanese workforce, we conducted a survey of… Continue Reading →

[LINK] Purpose of Lyft

On Lyft’s mission: Lyft was founded nearly six years ago with the mission to improve people’s lives through the world’s best transportation.  On vision: Our vision was to reinvent cities around people, not cars. That vision originated with one of… Continue Reading →

Key Elements of a Great Vision

“Vision” is the ability to talk about the future with such clarity it is as if we are talking about the past. – Simon Sinek We all know having a clear image of our goal, a vision, is important. But… Continue Reading →

[QUOTE] When you stand for something, decisions are obvious

Jason Fried / David Heinemeier Hansson : When you don’t know what you believe, everything becomes an argument. Everything is debatable. But when you stand for something, decisions are obvious.

LINK: You Don’t Find Your Purpose — You Build It

Over at HBR, John Coleman addresses three misconceptions about purpose: Purpose is only a thing you find. Purpose is a single thing. Purpose is stable over time.   My favorite quote from the article: In achieving professional purpose, most of us have… Continue Reading →

How Stanley Black & Decker rediscovered their purpose

An insightful interview with the CEO of Stanley Black & Deck on becoming Purpose-driven. On how they discovered their purpose: So Loree called on the company’s 45,000 employees to work with him to figure out “the societal need” the company… Continue Reading →

You do not invent a higher purpose; you discover it.

From the feature article, Creating a Purpose-driven Organisation of Harvard Business Review July-August 2018 issue about discovering purpose: At a global oil company, we once met with members of a task force asked by the CEO to work on defining… Continue Reading →

BlackRock’s 2018 letter to CEOs on how companies must have a social purpose and pursue a strategy for achieving long-term growth

BlackRock is one of the world’s largest investment management company. BlackRock’s 2018 annual letter to CEOs touches on the important of purpose in business. There are lots of good stuff in here. Here are my favorite parts: On the backdrop… Continue Reading →

Tim Cook explains what purpose is

Speaking at Oxford last fall, one of the topics Tim Cook talked about was purpose: I have begun to think through… What is my purpose in life? I was struggling with a lot of things both professionally and personally at… Continue Reading →

The Purpose of Amy’s Drive Thru’s

Amy’s Drive Thru is a different kind of fast food restaurant. It’s striving to be the first 100% vegetarian national fast food chain. (Here’s an article about this at Business Insider.)   Starting with Why Visit their website and you will first come across… Continue Reading →

Why does purpose matter? Five reasons.

Over at IDEO U I recently came across a great article highlighting five reasons backed with research and studies on why purpose matters. It boils down to this: But the research is clear, individuals are more fulfilled and organizations perform better when they’re rooted… Continue Reading →

What are your super powers?

An important element to uncovering your purpose is understanding your strengths. SYPartners has recently released an app to do just that.   The app is called Superpowers, and they describe is as:   Superpowers is a tool to help you… Continue Reading →

Award-Winning Whirlpool Campaign Showed How Clean Clothes Can Dramatically Affect Students’ Success

LINK: Award-Winning Whirlpool Campaign Showed How Clean Clothes Can Dramatically Affect Students’ Success   A case study of a project from Whirlpool from Adweek:   The goal: provide students with clean clothes in order to boost their confidence, reduce truancy,… Continue Reading →

LINK: Why Reflective Leadership Is the Key to a Successful Purpose Transformation

LINK: Why Reflective Leadership Is the Key to a Successful Purpose Transformation Adam Fridman, Founder of Mabbly, writes for Inc.: Perhaps more than any other generation, purpose is what inspires younger generations of workers to engage and put forth their… Continue Reading →

Nintendo’s mission

Reggie Fils-Aime, Nintendo of America’s President and COO, comments on their mission and their new product, Nintendo Labo, in the latest press release: Nintendo Labo continues our longstanding mission of making people smile by surprising them with new experiences… It… Continue Reading →

Purpose of a Taxi Driver

I came across this article in The November 2017 issue of Inc Magazine. It had stories about how travel was a source of inspiration for big ideas. It included stories from Tatcha, Lyft, TOMS, and Warby Parker. What caught my… Continue Reading →

IDEO’s Purpose

I learned this from a case study on IDEO prepared by LinkedIn. The case studies is part of a series called LinkedIn Portraits of Purpose Companies. What’s interesting about the way IDEO cultivates purpose is that each studio of IDEO… Continue Reading →

The Disruptors 

These are relatively new companies that I’ve discovered or I’ve been following that are disrupting their categories. They are of different categories and industries with different models, but one thing they share is their wit and unique brand personalities. Sleepy… Continue Reading →

Fiasco Gelato

Just learned Fiasco Gelato from The Society of Cult Brands. Fiasco was added to their list of Emerging Brands. Here’s how they introduced Fiasco Gelato: The purpose driven team at Fiasco stands by its mission to enrich people’s lives. They… Continue Reading →

Highlights about Purpose in 2017

I’d gone through my notes from 2017 and here are info and insights from 2017 that I think you’ll find helpful. White Paper / Report Purpose with the Power to Transform Your Organization (Boston Consulting Group) If I had to… Continue Reading →

White Paper from BCG: Purpose with the Power to Transform Your Organization

Just came across this white paper from The Boston Consulting Group. Published this year in May, it covers why purpose matters so much today, the definition of purpose, and how an organization can bring it to life. Found the use… Continue Reading →

Disney Parks and Resorts’ Vision

From the overview on their website: At Walt Disney Parks and Resorts, all of our Cast, Crew and Imagineers across the globe share one vision — to give our guests opportunities to create memories with their friends, families and loved… Continue Reading →

George Lucas’ Model for Running a Company

Creativity, Inc. is such a great book. I was looking through it again and found this wonderful nugget about George Lucas: George Lucas liked to imagine his company as a wagon train headed west – its passengers full of purpose,… Continue Reading →

Your history, a key element of understanding your WHY

Link: Finding my why, understanding who I am – MICHAEL WATTS Michael Watts on the key element of finding your WHY: A key element of understanding your WHY is to understand your history. What has made you the person that… Continue Reading →

What is a brand ideal?

Going through Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, came across his definition of what a brand ideal is: A brand ideal is a business’s essential reason for being, the higher-order benefit… Continue Reading →

Apple’s Purpose

Here a wonderful piece from John Gruber about the Apple Park and the Steve Jobs Theater, which was unveiled at the Apple Special Event of September 2017. My favorite part from the piece was his thoughts on the opening tribute… Continue Reading →

The 5th P of Marketing

During his visit to JRE Group of Institutions a few years ago, Dr. Philip Kotler spoke about the 5th P of marketing: I’ve added to the 4ps a new p. you know the 4p’s is what marketers put together in… Continue Reading →

Whole Foods’ Purpose

Whole Foods’ Purpose as described in Conscious Capitalism: The stores are our canvas upon which we can paint our deeper purpose of bringing whole foods and greater health to the world. I love how they describe their store as their… Continue Reading →

[LINK] How Lego’s Purpose Made It the Most Powerful Brand in the World

LINK: How Lego’s Purpose Made It the Most Powerful Brand in the World | IRIS A nice read about how Lego accomplished an amazing turnaround: What followed was a re-organization of the company to ensure that every aspect of the company… Continue Reading →

Twenty Predictions for the Next 20 Years

LINK: Twenty Predictions For The Next 20 Years Robert Safian, Editor in Chief of Fast Company, makes some predictions for the next twenty years. Prediction #9 is about purpose: MISSION WILL TRUMP MONEY. Economists have long stressed the power of… Continue Reading →

[Case Study] How Barclays Defined Brand Purpose and Regained Customer Trust

Link: How Barclays Defined Brand Purpose and Regained Customer Trust | Aaker on Brands A quick read on how Barclays responded to a crisis through purpose-driven marketing. In a crisis, here’s what a brand / company can do to react:… Continue Reading →

Roy Spence on the Power of Purpose

A great talk by Roy Spence, chairman of GSD&M, which helped create Southwest Airlines’ famous purpose-driven marketing program centered around the freedom to fly. It’s an hour and half long talk, but contains loads of inspirational advice on life as… Continue Reading →

Purpose is different from mission and vision.

Purpose is not just for big corporations. Nick talks about harnessing the power of purpose at his two pizza restaurants in his TED talk below. He has a great explanation on the difference of “Purpose” and “Mission and Vision” (around… 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 →

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:

What is Purpose?

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

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