Purpose, values, and dreams are the deepest motivations of your customers.
“Best brands transcend consumer segments and regional markets by rooting their brand in universal values. They create and occupy a mental space that goes beyond the product or the category. They serve a bigger purpose.” -From a Millward Brown study of best brands as quoted in The Story of Purpose
“Sell dreams, not products.” is wise advice from Carmine Gallo, author of Talk Like TED. What is the powerful desire you help fulfill for your customer? What deep value of theirs do you foster?
Your product is a commodity, but your purpose attracts loyal fans. You truly understand them. They don’t consider your product or service as a zero-sum win/lose transaction. You help each other take one step toward achieving what each of you wants. Your purpose and their dreams are a powerful combination.
I wish you loyal customers. I wish you well.
- Rob Stephens
CFO Perspective Resources
Get all the CFO Perspective resources with a FAST (Finance and Strategy Toolkit) membership.