Purpose is the bottom line
Not long ago, I started thinking about the brands that mattered most to me as a kid: Levi’s, Cheetos, Toyota, Rossignol. What, I wondered, was their purpose? Why did they exist? What was their North Star?
The more I thought about these questions, the more obvious the answers seemed. Cheetos wanted to sell me cheese-flavored snacks. Levi’s wanted to sell me jeans. Coke wanted to sell...