Why Purpose Is The Key To Business Success 🚀

What is purpose? What does it really mean? Is it just another word for passion?

Purpose can mean something different to every person. But we can agree that purpose is all about finding the "why" behind what we do. It's like a puzzle that we're constantly trying to solve. When we find our purpose, it can be really fulfilling, but if we lose sight of it, it can be tough. 

From profit to purpose

Purpose is the reason why a business exists. But here's the thing if your only purpose is to make money, that's not going to be enough to keep you going when times get tough (and they will trust me). When your purpose is something bigger, something that drives you to make a positive impact, that's what will keep you going, no matter what.

Have you heard of Simon Sinek 's book "Start With Why"? He states, “People don’t buy what you do; they buy why you do it.” And that’s why we need to have wholehearted conversations that shift from talking about products and services (the what) to purpose (the why). 

Katelyn Bourgoin 🧠 , CEO & Lead Trainer at Why We Buy 🧠 , also has a great point. She says, "People don’t buy because of who they are. They buy because of who they want to become." It's all about connecting with people on a deeper level, understanding their aspirations and aligning your purpose with that. So, it's not just about selling a product or service, but it's more about how it can help them become the best version of themselves.

Why purpose is the glue

Having a clear and strong sense of purpose is crucial for any business to succeed. It's what attracts customers, investors, and employees and ultimately leads to increased profits, retention, and growth. People want to know the reason behind what they're doing, and that's why I believe it's a leader's top priority to give their team a sense of purpose and meaning in their work.

Think of a clear purpose as an anchor, pulling you back to your core values and what truly matters. A well-articulated purpose has the power to inspire and create change on a grand scale. Take Martin Luther King Jr.'s "I have a dream" speech as an example. He was not motivated by money or power but by a deep internal drive to use his talents for the greater good. It's that simple!

My purpose

I truly believe that marketing has the power to make a positive impact on both businesses and the world as a whole. But in order for that to happen, we need to shift our approach to one that is more sustainable, impactful, accessible, positive, inclusive, fun, and human. — Wink Wink Carolyn Tate , Fab Giovanetti and Michelle Mayther (my heroes! 🧡).

Marketing is the most successful ingredient to building a purpose-driven business. No matter how brilliant your business is, without great marketing, it will not fly. That's where Conscious Marketing comes in. It's all about using purpose to guide your marketing efforts and build real connections with your community. You see, when you make purpose the driving force behind your marketing, you're showing your customers, investors, and employees that you're a socially responsible and caring company, one that prioritises humanity and the planet over sales.

I'm not saying it's easy, but it's definitely worth it. Because not only will it help your business grow, but it'll also make you feel good knowing that you're making a positive impact on the world.

How to know if you’re “on purpose”

I recently joined The Impact Marketing Club by Nicola Telford , and as a member of the Impact Membership, I had the opportunity to watch the recording of an event called "Discover & Define Projects That Align With Your Values", led by the culture consultancy, The Future Kind . This awesome event inspired me to write this newsletter. 

The co-founders, Alicia Grimes and Natalie Pearce are culture designers that show companies how to move from culture as words, to culture as action and become the legacy-leaving company that no one wants to leave. A critical component of designing a strong company culture is having a clear purpose, so they wrote an incredible free ebook called "WTF is Purpose" that guides you through the process of creating a purpose for your company. If you're interested in learning more, you can grab your copy here! You can also visit their website here. 

TL;DR

If a company wants to make a positive impact, it shouldn't just be about making money. The key to any business's success is to have a clear and strong purpose because that attracts customers, investors, and employees, which leads to increased profits, retention, and growth. When you make purpose the driving force behind your marketing, you're showing your customers, investors and employees that you're a socially responsible and caring company, one that prioritises humanity and the planet over sales. It's not always easy, but it's definitely worth it. Not just for your business but for the world.

Become a part of the Conscious Marketing movement

I'm on a mission to make marketing a force for good in companies and the world. If that sounds like something you believe in, too, I'd love for you to join me in this movement — please hit the like, share, or simply tag anyone who would benefit from this newsletter. Every referral has a huge impact, and it doesn’t cost you anything. Sharing is caring. Together, let's change how marketing is done. 🧡

That's all for today!

Whenever you're ready, there are 2 ways I can help you:

1. If you believe marketing can change and become a force for good in your business and the world, consider exploring my conscious marketing services. These services focus on building a brand that motivates and gives back, allowing you to make a difference in your community.

2. If you have a news item, job posting, article, event, or story that you think would be of interest to purpose-driven entrepreneurs and job seekers, consider supporting my goal to bring the best resources and opportunities to my purpose-led community. I offer sponsorship packages that can help you get your message in front of a targeted and engaged audience and make a real impact.

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