The 3 Problems With Purpose - And How To Overcome Them

Oct 12, 2021

Writing a purpose. Have you tried it yet? 

Defining a purpose really means identifying WHY a business exists. It’s one of the four questions you have to answer for a client when defining their brand strategy.

But do a quick Google of the topic, and you’ll see lots of scathing comments about purpose done badly or ‘purpose-washing’.   

So how can you ensure you create the right answer for your client?

Well, start by understanding the 3 ways it goes wrong.

Problem with purpose 1: AUTHENTICITY

The first problem with purpose is lack of AUTHENTICITY. Or just not telling the truth.

There are some great purpose statements out there from brands like Tesla, Warby Parker and Patagonia.

But these don’t suit every brand. 

If you’re not in business to save the planet, solve racial inequality, save the whales… then don’t pretend you are. 

The idea that your brand needs to be ALL about social mission – that...

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