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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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.
I just witnessed a 25-year-old woman entertain a stadium of 56,000 people in Atlanta, Ga. I've never been a Taylor Swift critic, but last night I moved from casual fan to raving fan.