Human-Driven Experience

6The Six Pillars of Purpose-Driven Experience

As brands strive for differentiation, relevance, and growth, a clear purpose brought to life in compelling ways is often the difference between success and failure.

—Afdhel Aziz

A lot of organizations say that they stand for something—sustainability, diversity, conquering a disease, curing some social ill, or any number of other things to fill in the blank—but in many cases, the stand they're taking is actually quite superficial. They make a big, public splash with their chosen cause—sending out press releases, putting videos on their website, filling their social channels with announcements and proclamations—but they don't follow through with real action. It's theater of purpose.

So, why bother? They do all this and more because they know that people—customers, customers-to-be—care about the values of the companies with which they do business. They want to buy products and services from companies that share the same values they do. And they don't just take a company's word for it. Today, more than ever before, consumers are checking to make sure brands are following through on their promises.

And employees and job candidates are checking those brands too. They're going to look at where you stand on these things and what exactly you've actually done in support of those stands. And they're going to make decisions based on that because they see companies as having an important role and responsibility in society beyond just providing ...