Climbing the Mountain

A common concern about Shared Purpose is that it isn't distinctive enough. But that's the point. You want your Shared Purpose to tap into a universal need or aspiration. Everyone should want to wear the shirt—it creates the gravitational pull around your brand.

Brand DNA is at the opposite end of the spectrum. It’s uniquely yours. No one else can have your DNA. Purpose and DNA come together in your Path to Purpose.

Think about it like climbing a mountain. Your Shared Purpose is the mountain. Everyone on the mountain is pursuing the same purpose. But there are different ways up the mountain.

Your Path to Purpose is the part of the Narrative that tells people how you are going to achieve the Shared Purpose.