DW's Blog


by DW Green — January 10, 2018

In a word it’s purpose

Growing up in the 60’s and 70’s, I became a non-conformist, a maverick, and a Beatles fan, always questioning and challenging the status quo. I think that’s why the study of brands is so appealing to me. Branding is about connecting companies emotionally to their customers and helping them differentiate themselves in their markets. It’s about leading, not following. It’s about competing with yourself, making your company better, stronger, staying relevant in an ever-changing world and creating the best possible shopping EXPERIENCE for the customer.

At the risk of sounding wacko, I invite you to have a look at a different organizational paradigm. Consider refocusing on the deep longings we have for community, meaning, dignity, purpose, and love in our organizational lives. Begin to look at the strong emotions of being human, rather than segmenting ourselves by believing that love doesn’t belong at work, or that feelings are irrelevant in an organization. Begin to see ourselves in much richer dimensions, to appreciate our wholeness, and hopefully, to design organizations that honor and make use of the great gift of who we humans are.

In a word, it’s purpose. What is the underlying purpose of your organization?


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