The problem with purpose is that most business owners think every business needs one.
And it’s not the case.
Thinking that every business needs to have a purpose takes lots of people to “craft” one in hopes (aka aspiration) of being relevant.
So that it’ll magically create loyalty.
That it’ll make the biz profitable.
It then becomes something like any other PR stunt such as being ESG, SDG, B-Corp certified and so on.
Looks good on paper, but it doesn’t really make it through.
It looks like a cosmetic or transitional, incremental shift… that when it doesn’t return in the short term, gets dismissed. Or keeps (digital) dust on a shelf.
Not every business needs to be purpose-driven. It’s alright if it’s not. Seriously. We’ll still buy from you. 🙂
But if it doesn’t have a purpose, don’t fake one. That’s when we get pissed, because we can see through the gimmicks.