Truth. Growth. Repeat.

Chapter 22 commercial viability

After ‘What do I do with it?’ the question I get asked most often by business owners about True Purpose is, ‘Will it work?’ They’ll confess to me, ‘If I follow conventional business practices in my industry, I’m not happy. But if I try something new and risky like this, will it actually grow a business?’

The bottom line is you can never tell for sure. Nobody can. Consumers are contrary creatures. If humans were 100 per cent predictable, the owners of research companies would all be billionaires.

What I do know is that it will work if you believe it will work. The Circle is self-fulfilling. Even if the way you shape your purpose-driven offer to the market, as a product or service design, is a little bit out and it struggles, your desire to pursue your higher ideal will drive you to innovate. You’ll solve those problems. You’ll find a way. But only if you believe.

testing viability professionally

An important part of surfacing True Purpose as a professional service for the clients of my company is testing its commercial viability. You’ll have already seen those two words appear many times in this book. It’s a critical part of the entire philosophy of purpose-driven capitalism. Without commercial viability you won’t have a business, you’ll have a hobby.

Recapping briefly, commercial viability is the potential of your True Purpose to deliver a financial return. The authentic purpose that’s motivating you and your team may deliver many rewards such ...