The Human Truth Behind Higher Purpose

This article argues that brand purpose must not be mundane by beginning with the 'what;' instead, purpose must be an inspired root of storytelling: a 'why'.

The Human Truth Behind Higher Purpose

Ivy Lu The Brand Union

On the TED stage in 2009, Simon Sinek drew three concentric circles. From the outside in, they read: "What," "How" and "Why". Herein lies one of the most interesting lessons in business and in marketing communications: the average, the ordinary, and the mundane always start their stories with the what, and work their way inward, whereas the inspired, the brilliant and the successful start with the why, and work their way outward.

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