By Jonathan Earle

Nearly every company understands ‘the what’ they are going to do and ‘the how’ they are going to do it but forget ‘the why’. Why are they are in business, why do their people get out of bed in the morning and why do their customers talk enthusiastically about the company with their friends and family. Purpose is essential for this.

Having a purpose changes the relationship with the customer from being transactional to emotional. To offer a few examples, Under Armour’s purpose is to make all athletes better, Kellogg’s wants to nourish families so they can flourish and thrive, Hiut Read full story ›

Source: Marketing Week