“People don’t buy WHAT you do… they buy WHY you do it.” This famous quote by Simon Sinek speaks to the power of a company’s PURPOSE and its role in driving customer engagement and loyalty. In “Red Goldfish,” Graeme Newell and I examined more than 300 companies. We focused on their purpose and how they […]
The 8 Purpose Archetypes Read More »
In “Red Goldfish – Motivating Sales and Loyalty Through Shared Passion and Purpose,” Graeme Newell and I feature how Chouinard started Patagonia and how the brand fits “The Protector” purpose archetype. The start was a figurative uphill climb. Yvon Chouinard was introduced to climbing in 1953 as a 14-year-old member of the Southern California Falconry
Going Purpose – Yvon Chouinard Gave away Patagonia for the planet Read More »
Airbnb is offering temporary free accommodations to 100,000 Ukrainians in Poland, Germany, Hungary, and Romania. The initiative is part of its efforts to support refugees through the company’s nonprofit, Airbnb[dot]org. In the book “Red Goldfish,” Graeme Newell and I profiled the company as part of the Liberator purpose archetype. The purpose of The Liberator archetype
Airbnb is offering temporary free accommodations to 100,000 Ukrainians Read More »
Warby Parker hit its first-year sales target three weeks after the company launched 11 years ago. Two weeks ago, the company that started with $2,500 in capital listed on the NYSE. It now has a $6 billion valuation. Background:It all began in 2008 with four Wharton MBA students. Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider
Warby Parker’s “Buy a Pair, Give a Pair” is a perfect example of Red Goldfish Read More »
I’m going to say something that’s about being P.C. I don’t mean ‘politically correct,’ but rather about how your business will need to be ‘post-corona.’ It is my belief that both for-profit and nonprofit organizations will need to rethink how and why they operate. Why? Over the last 10 years, purpose has begun to change
How your business will need to be ‘post-corona’ Read More »
Your brand today “is what you stand for and how your customers feel about you.” This sentence from the DX manifesto speaks to the importance of purpose in branding. Here’s the full manifesto: “Your brand today is no longer what you tell people it is.It is the differentiated experience (DX) your employees deliver.It is what
The importance of purpose in branding Read More »
The case for PURPOSE in promotional products. Today, I have the honor of speaking at the PPAI Expo. Roger Burnett, CAS and I will be presenting on the concept of a Red Goldfish. The session is designed for industry professionals and anyone responsible for putting their company brand on promotional marketing items. Promotional products as
How promotional products can leverage purpose to increase impact Read More »
Honored to be a guest on the Vibrant Leadership podcast with Nicole Greer. We talk about the pathways to become an incredible leader. Great stories about Douglas Conant, Theo Epstein, and Bill Treasurer. Listen here: Some of the areas we discuss: – Consistent touchpoints during the pandemic– Committing fully to any endeavor– How to recognize
Podcast: Pathways To Becoming An Incredible Leader Read More »
What’s your B.A.N.G? A BANG is not to be confused with a BHAG. Defined by Jim Collins in “Built to Last”: “A true BHAG (Big Hairy Audacious Goal) is clear and compelling, serves as unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line so
What’s your B.A.N.G? Read More »
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Stan Phelps, CSP® is a keynote speaker and workshop leader who helps brands stand out, engage teams, and drive lasting impact through innovation.
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