The Great Idea That Isn’t

Larry’s business was in trouble. The market he served was in trouble. The public infrastructure he supplied was in trouble. It was literally crumbling. And as a result, everyone was simply reacting to emergencies instead of thinking ahead and adding real value. For Larry, it was a death spiral of commoditization, drowning in a red […]

Positioning A Purpose

How do you position an organization in the rapidly changing branding world? Find your tribe, Pilgrim. Find a tribe of marketing change agents at business-to-business firms who see the world the way you do. Then, it might be wise to define your purpose in a way that resonates with them. In this case, it’s a […]

On The Road To Transformation

The route to your organization’s true purpose (the one that doesn’t have to do with making money) is seldom straight and never smooth. If it was, just anyone could do it. And then it wouldn’t be transformative. Status without the quo Organizations that are driven by purpose are special because they change people, they overturn […]

To The Trail Less Traveled

It’s a shame, but you won’t find the path to being truly unique in the hallowed and often hollow halls of corporate America. In fact, you’ll find it in the most unlikely places. Places where people see things differently, think differently and do things differently. Like at Larry’s place Larry fixes bikes. For every bike […]