When your brand stops playing the hero and starts playing the role of guide in your customer’s story, you’ll see dramatic results, and you just might find that you're a lot better storyteller than you thought you were along the way.
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Embrace your uniqueness. Third Day found it when we stopped trying to be something we were not; when we focused on our fans more than our critics. Maybe your company is trying to be something it isn't. Be who you are. Your uniqueness is what gives your purpose power.
The value of a well-articulated and specific purpose is that it simultaneously keeps you aimed in the right direction as you avoid the fool's gold of opportunities you're not best suited to pursue.