Purpose Positioning™

We ask two fundamental questions throughout the process:

  1. What is your purpose?

  2. How are you positioned?

The Purpose Positioning™ process takes brands through a series of exercises to answer those questions. The process takes anywhere from 30-60 days to complete and we work collaboratively with clients to develop a custom format that meets their needs and schedule.

We work through 8 key areas together:

  1. Purpose: What is your purpose as a company and why do you exist?

  2. Positioning: How are you positioned against everyone else in the category?

  3. Principles: What principles do you live by?

  4. Practices: How do you practice your principles?

  5. Customer: Who is your customer and what do they need?

  6. Company: How does your company operate to fulfill your purpose?

  7. Category: What does your industry look like and what will it look like in the future?

  8. Culture: How does culture impact your category, company and customers?


Purpose Positioning™ Cards

From time to time, we’ll open-source some of the tools we’ve created. We created the Purpose Positioning™ Cards to help facilitate better planning sessions. They feature various questions and exercises that teams can use to audit their brand.