“Most teams, when asked to determine a Purpose, often describe Brand Promises instead. (The Brand Promise concept is covered in the next chapter.) When asking the five whys, a staffing company might conclude, “We help our clients hire the best talent and save them valuable time in the process.” These might be two accurate Brand Promises — Best Talent and Save Time — but the Purpose goes deeper than just describing the attributes of your product or service. For Michigan-based staffing firm EmploymentGroup, for example, the deeper Purpose is “Helping people succeed.”