First off, your brand’s Purpose is not to generate profits. As important as they may be, returns are the result of how your company operates, not why. Thriving brands recognize that customers no longer buy only what you offer, but why you offer it. 

 

And that’s the first question we will ask you: Why is your company in business?, typically followed by: What if?

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Our clients are mostly small companies and startups, and we collaborate to discover, codify, and activate their brand’s Purpose in everything they do. But we’re aware that we can’t always follow the ideal path of building brands from the bottom up, and that there are other management topics that need to be attended to.