Jun 8, 2026 · 14 min · 11 segments
Many businesses spend a lot of time talking about their purpose. While some spend a lot of time talking about their positioning. But they’re not the same thing. Purpose is why your business exists…
I'm trying to find the word, aligned with strategy and the other more so with an internal kind of identity and team culture.
Whereas these are two kind of brand concepts that people are kind of conflating maybe and struggling in this tug of war between these two brand concepts.
And is there a difference between the two? I've kind of alluded to it already in how I see them.
but there will be a moment in every business life cycle where people get together in a room and ask themselves, what do we stand for? Why do we exist? They'll say things like, well, I've seen this video by a guy named Simon Sinek that said, people don't buy what you do, they buy why you do it.
Everyone starts feeling a little empathy for their customers, and yet this is all about them, not their customers.
It's your realized purpose, what you roll out a bed every day for, not for them.
So to take a step back, There's no strategy in writing out a one sentence brand purpose statement if there's been no strategy to begin with.
I'm trying to find the word, aligned with strategy and the other more so with an internal kind of identity and team culture.
Whereas these are two kind of brand concepts that people are kind of conflating maybe and struggling in this tug of war between these two brand concepts.
And is there a difference between the two? I've kind of alluded to it already in how I see them.
but there will be a moment in every business life cycle where people get together in a room and ask themselves, what do we stand for? Why do we exist? They'll say things like, well, I've seen this video by a guy named Simon Sinek that said, people don't buy what you do, they buy why you do it.
Everyone starts feeling a little empathy for their customers, and yet this is all about them, not their customers.
It's your realized purpose, what you roll out a bed every day for, not for them.
So to take a step back, There's no strategy in writing out a one sentence brand purpose statement if there's been no strategy to begin with.
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