Stop with the WHY – Sticky Marketing Club [Video]

It’s currently very fashionable to say that businesses need a PURPOSE or a WHY. In this VLOG Grant explains that for it to work, a business needs two characteristics…

Let’s be honest, most of us are not in businesses where we are going to be able to create social justice, heal the world, or prevent the spread of incurable disease.

For the last few years, it’s been very fashionable to say that businesses need a PURPOSE or a WHY – which is true – but for it to work, it has to have two characteristics. First of all, it has to be genuine and authentic, and secondly, it has to be rationally linked to what your company actually does.

For example, you’re not going to prevent incurable disease by manufacturing sticky labels and you’re not going to create social justice by the consumption of fizzy drinks.

There are some great …