Episode #83. ‘Purpose for organisations’ is the holistic skill for marketers explored in this episode.
Purpose is the reason for a brand or organisation to exist beyond making money – evoking an emotional response from your consumers, benefitting all of your stakeholders and providing a higher reason or cause to contribute to society as a whole.
Abby’s guest is strategic marketing consultant, author and founder of The Agency of the Future, Paul Skinner. Through his consultancy work and other social ventures such as co-founding Marketing Kind, Paul champions purpose and using marketing as a force for good.
In this episode, Paul discusses purpose for enterprises, which is the focus of his new book – The Purpose Upgrade: Change your business to save the world, change the world to save your business.
Paul shares why purpose is so important to our human nature, the benefit of defining, reviewing and upgrading your purpose and the need for marketers to create meaningful purpose for all stakeholders of your organisation.
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