Bridging the gap
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 why and your market solutions 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 personal purpose but if your product or service does not appeal to others then you have a big problem.
So we need to look at what you stand for as a brand and what your customers need.