Purpose & Strategy: How To Tell Your Story

In Brand Strategy, Purpose, Mission & Values

We believe that the greatest companies are built on the alignment of four critical pillars – purpose, people, product, and process. Too many companies spend too much time focusing on the latter three without realizing that purpose is the catalyst that separates world-class businesses from average companies.

Without purpose, companies often develop products and services that don’t fit their market or their audiences needs, hire the wrong people, suffer from lack of innovation, have fewer systems and processes and ultimately reach a ceiling when it comes to growth.

Purpose-driven businesses have historically financially outperformed their competitors, have a happier, more productive workforce, and command a premium for their products and services while enjoying greater customer loyalty. Relying on purpose to drive the business rather than a single autocratic figure, purpose-driven businesses can innovate at a faster rate and at different levels of the organization while positively impacting the lives of their employees, customers, and communities.

It is this purpose that informs our storytelling and the greatest stories are not those we tell about ourselves but those that are told about us, by our customers, employees, and communities.

Can’t see this video? Click here: Storyforge: Strategy & Purpose – How To Tell Your Story

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Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose allowing 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.