I love that sentence. I read it in the fantastic book It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business Is Driven by Purpose by GSD&M’s Roy Spence.
You know that I like to talk about advertising as the loser cousin of word of mouth. But Roy is the rare ad man who gets that there is a higher purpose to business.
Get your customers and coworkers to understand and believe in a genuine purpose. If you don’t have a purpose, get one. Or get a new job.
The advertising part is easy when you have something meaningful to say.
