Forget about how your competitors are defining their purpose and instead dig deep until you strike a nerve. Tom Sykes explains.

Purpose is a powerful tool for businesses and brands today.

Laws of physics aside, it’s a catalyst and it’s an engine. Its effects are well-documented and inarguable.

It is, however, hard to do. Difficult to get right.

Who is responsible for defining it? Shaping it, driving it.

How do you make it so good it takes a life of its own, that it seeps into your culture with its own momentum?

How do you make it last?

And, most importantly, how do you unlock the transformative power of purpose?

Read the full article on idealog.

Tom Sykes is Strategy Director at Principals NZ

Contact us to learn how Principals can make your brand a force for positive change.