It’s not easy to measure the impact of having a clear purpose and vision—which is why deliberately designing a business around them is often overlooked. And yet, when we dig deeper, we find that beloved brands, the ones that are successful by every measure, do exactly that. Your brand’s story has the power to be a map, mirror and magnet, and your vision keeps you on track, enabling you to attract like-minded people who want to create the future with you.
