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Most entrepreneurs understand how important it is to have a clear purpose. Unfortunately for many, “purpose” has become more of a marketing tool and has lost its authenticity. There are plenty of brands, however, that have been able to keep their purpose clear, instilling pride from their consumers, and, as a result, have a competitive advantage to those that don’t.

It’s important to understand the different ways having a purpose can drive a brand beyond being a marketing scheme. Consumers want to do business with companies that align with their personal values. There is nothing wrong with making a profit. The profit’s purpose is to help deliver the brand’s purpose in all facets of business.

To dig into this idea further, I’ve brought on author, consultant, and professional speaker, Jeff Fromm. Jeff has keynoted more than 500 events all over the world and helps his consulting clients – including Amazon, Dairy Queen, Wingstop, and Gallo — on leveraging consumer trends, technology and innovation. He is the co-author of three youth marketing books, dozens of research reports, and hundreds of Forbes columns.

To learn how to navigate your brand’s purpose and build a competitive advantage, download this episode now.


If it’s passionate for you and adjacent to the business, then it’s a great fit.” – Jeff Fromm

Highlights –

    • A business’ purpose should be ingrained in all facets of that business from e-mails to . 
    • In order for a purpose to be real and valuable it must be functional, emotional, and societal. 
    • There’s nothing wrong with making a profit. The profit helps deliver the purpose. 
    • Don’t be afraid to express your passion. 
    • There are 6 modern consumer mindsets that propel top brands: social circle, self, trust, innovation, accessibility, purpose. 
    • The mindset of ‘self’ is an important component of doing business because consumers like to choose brands that align with their personal values.
    • The best purpose driven brands look at the history of why they started.
    • Pay attention to how you’re referred. It can inform how you are viewed by your customers.

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Music by Jawn


Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”