If it exists, it has a purpose.

Whether a plant, animal, person, situation or brand, this is true. Understanding someone’s or something’s purpose gives us insights into what to do with it. How to treat it. How to utilize it. How to sustain it, grow it, strengthen it, support it, join it, evolve it, motivate it, share it.

When we are able to see people as individual purpose-driven machines, and brands as purpose-driven collectives, we can unlock what they have to offer the world.

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