By John Guastaferro, CFRE
Starbucks started in a small storefront in Seattle in 1971 for the purpose of sharing the love of brewing the perfect coffee. Their purpose of bringing people together continues. Starbucks never set out to become Fortune’s fifth most admired brand in the world. This resulted as a steadfast commitment to bring people together.
Apple started with the purpose of putting technology in the hands of everyone in a way that was simple, beautiful, and intuitive. They did not set out to become the second most valuable brand at $107 billion. Again, this was the outcome of remaining true to their purpose. Sure, there were detours along the way, but even when Steve Jobs returned to Apple during one of its lowest points, it was the Apple brand—its purpose—that remained its most valuable asset. Knowing this, Jobs revived Apple’s brand with the launch of the iMac and it’s concurrent Think Different campaign.
While cause is vital, so are your brand and your team. Focus on strategies to synergistically connect your cause, brand, and team. This creates a holistic framework for success.
CAUSE: The problem you solve; your reason for being
Be clear on how you are uniquely qualified to address your cause.
BRAND: The promise you make through all you do
Know it, share it, fulfill it, and keep it across all media channels.
TEAM: The people behind the mission
Engage your team through it all. Focus on turning monologue into dialogue.