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How Airbnb found its Purpose and why it’s a good one.
“Everything about our company is our brand.” Airbnb’s founders see the company’s role as empowering the host to create the optimal experience. From advice on the types of photos to post and descriptions to leave to a kit of suggestions of the little things hosts can do, such as place a mint on the guest pillow, their goal is to make the user, and t
... See moreRachel Botsman • What's Mine Is Yours: The Rise of Collaborative Consumption
The main idea of purpose-driven brands is about recognizing, embracing, and celebrating the fact that brands can enhance people’s lives and help them to feel better about themselves—whether it makes them look better, do a task better, or even gives them the opportunity to do good in the world.
Debbie Millman • Brand Thinking and Other Noble Pursuits
P&G has entered the arena of “purpose-driven brands.” The company’s approach has evolved over time, and finding authenticity for a particular brand has been a process of discovery. But connecting a brand with a mission is, Duncan feels, essential. “I believe we have a powerful responsibility to do something constructive with the affinity we hav
... See moreDebbie Millman • Brand Thinking and Other Noble Pursuits
A Purpose should be grounded in an everyday reality, but be able to stretch to an improbable goal. Ideally, one that wants to make the world a better place. - Douglas John Atkin
Naomi Razic added
Brands don’t need purpose. They should help customers achieve their purpose
Robert Thiemann • WELLNESS SHOULD BE THE FOUNDATION OF ALL CUSTOMER EXPERIENCES
sari added
The purpose of a business is to serve a customer. The purpose of a community is to serve its members.
Andrew Beal • Issue #33: DAOs...company or community?
sari added
The Airbnb founders plotted customer success on their y-axis. This deliberate focus on helping hosts was a turning point in the business.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
What is the purpose of what we’re setting out to make? Who is it for? What are they like? What is good for them? We shouldn’t just ask these questions to uncover strategic insights or check a box but to further our own accountability and growth—as individuals, and as a profession. How can we pursue moral design if we can’t compare our plans with ou... See more