The Guiding Purpose Strategy

Purpose is the Know-Why. And in today's day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d'être. “The Guiding Purpose Strategy” is a stimulating deep-dive into the transformational power of Purpose. Looking through the lens of contemporary brand management and taking inspiration from the luxury industry, where strategy and meaning-making have stood the test of time, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies and offers a hands-on tool to start your very own path towards finding your inner Why. Building on 20+ years of experience of working with and for some of the most successful brands including Harley-Davidson and Aston Martin, global financial services firms, governments, charities and startups around the world, we demonstrate how the application of the GPS Framework can help you create your very own Guiding Purpose Strategy.
Brands, companies and people with clarity of Purpose are changing the world. If you're up for a journey of discovery and knowledge on professional and personal growth, we are delighted to welcome you on board!