On Purpose

Part Two

Stand out

We have our purpose. So all we need to do, then, is to communicate it. That is often the attitude of many organizations, particularly if their agency has been instrumental in helping to write the purpose. But this would be the worst thing to do. Let’s put ourselves in the shoes of a typical customer to find out why.

A customer’s perspective…

I remember it well.

1995, and the Seattle Coffee Company had just hit the streets of London. A ray of light shining out amongst the grey, soulless London cafes strewn across the capital.

The smell of freshly ground coffee, the mellow jazz, the warm welcome, the theatre of the barista and the thick dense foam swirling on the cappuccino. But above all, I remember the feeling that the people ...