The pitfalls of purpose
Please note that all new articles are now published directly to my website. To read more and subscribe to my newsletter, please click here. Enjoy! Introduction Purpose is polarising. There are those who promote it as a paragon of positioning and a silver-bullet strategy for success. Then there are those who refute purpose’s power and dispute its capacity to connect with consumers. It is clearly a debate that divides. So let’s review the evidence.