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 about embarking on a journey towards uncovering your deeply rooted inner Purpose, the principal element needed to create and sustain a meaningful brand that in turn leads to a successful company or indeed a fulfilling life.

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 dreams, aspiration 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. Drawing from many years of experience of working with and for some of the most inspiring brands, from Harley-Davidson and Aston Martin to global financial services firms, government institutions, charities and tech startups around the world, the authors demonstrate how the application of the GPS Framework can help you create your own Guiding Purpose Strategy.

Brands, companies and people with clarity of Purpose are changing the world. The leaders, marketers, entrepreneurs and individuals who understand this will be the positive change-makers of tomorrow. If you’re up for a journey of discovery and knowledge on professional and personal growth, we are delighted to welcome you on board!