Customers, Purpose and Positioning
Humans are story tellers and woven into the narrative of your companies why are your victories, your battles, your dreams, your visions and your hopes. On top of your why is the intent of the problem that you seek to solve. Your product/service solution needs to also find its place in the market.
Our job is to bridge the gap between you and your customer. So its not only about you but about the deeper needs of your customer. You may have the greatest business purpose but if your product or service does not appeal to others then you have a big problem. Business after all is about sales and you will need to make sure that your product/service is something that people want!
So as marketing people, we need to not only look at what you stand for as a brand but also what your customers need. Once we find out what your customers need, this can be combined with your own business purpose and vision to find your true positioning.