The Power of Purpose
Last week the folks at Chapter attended a galvanizing performance by David Byrne, during which he delivered a brilliant concoction of music, art, and advocacy. Music is his vehicle, but social change is his purpose.
Most of us are on a quest for purpose, because purpose is what gives us a reason to wake up in the morning and end our days remembered for what we did, not what we owned. Purpose asks for commitment, consistency, and sacrifice. Purpose is why parenthood can turn a man-cave into a nursery and a company can turn a day of spending into a day of reflection. Purpose is how you create impact in the world in ways that add value to yours.

When you know and pursue your purpose, life can become rich with meaning. You understand who you are and why you are in the world. You achieve choice Nirvana — a place where decisions become clear, sacrifices feel like contributions, and creativity and substance walk hand-in-hand.
Sounds beautiful, doesn’t it?
Purpose can also imbue a brand with meaning, and if done right, gives brands longevity, premium pricing ability, and a clear differentiation in market. But it asks for the same commitment, consistency, and sacrifice of a company as it does of people.
Patagonia’s commitment to an ethical supply chain creates better products and expands the definition of “better”: not just higher quality but objects that are “safe, fair, legal, and humane.” Ben and Jerry’s has been fighting actively and personally for social justice since 1978, making them the only ice cream tycoons with a criminal record. And as the first national pharmacy chain to stop selling cigarettes, CVS turned away $2B in revenue to make good on its promise to be a customer’s partner in health. These brands put their money where their purpose is, and show what it really takes to be ethical, to be engaged, to be an advocate.
One’s purpose has the power to change others, too, of course. In January, David Byrne launched Reasons To Be Cheerful, to celebrate those who use their purpose to drive change in our world. It’s the latest creation from an artist who has been provocative, contentious, and sometimes baffling, but always magnetic, and, it turns out, ultimately optimistic.
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