Here’s the big idea: There is a fundamental disconnect between the way we build and market our businesses and what our customers, employees and stakeholders truly care about. As a result, most businesses are lost in a sea of sameness, spending money on advertising that doesn’t resonate and messages that will never connect.

Having a great product or service is no longer enough to create the demand, attract the best employees or build the business you want. You need to understand why this disconnect occurs in order to overcome it, succeed and profit.

We have put together a free whitepaper, Purpose: the Path to Profit, to address this very disconnect and share examples of how the most loved and profitable companies continually manage to outperform their competition.

You’ll also find 25 questions inside that will allow you to benchmark your own company and evaluate how it stacks up.

Barry Chandler is the co-founder of Storyforge, a brand strategy company focused on helping companies discover their purpose to allow them to achieve their vision, build preference and drive margin. Barry has been building award-winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners and customers.