The essential book for modern leaders and global brand strategists
Inspired by a relentless pursuit of knowledge, Mission co-founder Bård Annweiler shares the true potential of purpose in the recently released book, Point of purpose.
This book serves as a guide to attracting investors, driving efficient workplaces, nurturing positive culture, motivating high-performing employees, and engaging loyal customers. In an increasingly competitive world, implementing a purpose driven workplace is the best thing executives can do to create value for companies. Purpose is more than a buzzword.
Purpose is the core of everything
For anyone in business, purpose is the central point from which prosperity blooms. It’s who you are, what you make, the people you hire, and the reasons why customers buy your things. It impacts the health of your company in every meaningful way.
Purpose exists within every business. Strong purpose at a brand’s core creates stronger, more emotionally appealing experiences. Point of purpose is an essential tool for any modern leader who seeks to build meaningful and long-lasting brands that resonate with consumers and withstand the test of time.
In Point of purpose Bård Annweiler reveals game-changing connections between meaningful purpose and profit. In order to thrive, companies must learn to authentically connect with all kinds of people. Old-fashioned “branding” has traditionally been about aesthetics and marketing for customer appeal. Today, branding is much broader. It permeates internal employee culture and investor relations alike, on a level that is much deeper and more meaningful.
“So many brands have adopted a false identity to make them look cooler, smarter, more exotic. Purpose comes from within, it’s about being true to yourself, and therefore creates a naturally authentic brand.”
Purpose leads to strength and resilience. Whenever there’s conflicting opinions, it’s the deciding factor. Whenever someone is unsure about taking a risk, it’s the safety net. Whenever things get hard, it’s the reason why employees go the extra mile. For centuries purpose has inspired great things. It’s the reason why explorers crossed oceans, why man made it to the moon, and why we help others in need. Unwavering purpose is the key to success as you navigate through times of change.
Why should companies care about purpose?
The most successful organisations in our modern world understand that they’re creating brands that face many directions and serve many stakeholders. In order to thrive, companies must learn how to authentically connect with all kinds of people. According to Annweiler, purpose is the best tool to achieve this.
Read more about Point of purpose and buy it here.
This article was written by Ole Abildsnes, and was first published on Mission’s website. Find out what other fascinating issues we write about.
