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The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy by Joey Reiman

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4

Ethos

The Fruits Are in the Roots

Story comes from the word history.

—Joey Reiman, on ethos

Today, countless companies and brands are returning to their roots to find their origins of inspiration, distinctiveness, and soul. President of Cinnabon, Kat Cole, states, “The same is true for business. At Cinnabon, we believe that ‘Life Needs Frosting.’ We know our place in the world and the market, and we are proud of it. Our most famous products may be indulgent, but they are good for your soul. Everyone deserves a treat sometimes, and we are clear that our purpose is to help people treat themselves. We focus on our purpose, and this keeps us differentiated and on course. It helps the franchise partners stay focused and pushes them to succeed by having the clear sense of purpose and not letting it get convoluted.” These are the fruits that allow them to grow and prosper while remaining guided by their true purposes.

Every organization has the potential to find remarkable power in its roots—since this is where companies and brands begin to grow. It is where their ethos, a corporation’s characteristics, lies and where the core sentiment, the seed of the organization, was originally planted. Chief executive officer (CEO) of Boston Market, George Michel, remarks, “One of the lessons learned was sticking to the original Boston Chicken format—neighborhood locations with a smaller footprint as opposed to having gone to freestanding buildings with drive-thru windows. This changed the concept ...

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