WHY YOU SHOULD HAVE A PURPOSE AS YOUR COMPASS

As brand leaders, we often fall in love with our idea or simply for the product we have created, but more often than not, we are not solving a problem for our consumers.

Then, our decisions are taken by an escalation of commitment which leads to a rationalisation of the concept you just created. This leads to reverse-engineering the story and pushing the product and service down to the consumers — not a great feeling!

But, there is a way to understand why having a purpose is needed as your brand compass.

First, you start with finding a real consumer insight: begin with answering the “why your consumer needs your product,” then build a solution that removes the barriers for the consumer and serves them with a compelling offer — an absolute promise that is connected to your why.

Simple, right! What is my “why”?

WHY: is your purpose, your mission, your values and your belief.

If you have this very clear for you and can externalize this in the minds of your consumer, then your creation process becomes more intuitive.

HOW: it’s what makes your product/service unique.

For you to become distinct, you need to find a white space in the market that can move you to an unsaturated positioning.

Think of how you can break convention, disrupt an industry, it is important to think beyond what is in front of your reach.

WHAT: is your promise, your product or service.

HOW: is the road to your promise, the journey, enablers, and critical drivers.

See you later.