Extend the notion of “buying” a product to “buying into” an idea or vision, and you begin to understand the power of Why.
In this era of idea generation and self-promotion, we often we have enough conviction to get an idea or project started but once rolling become ‘lost at sea’ because we follow well-trodden roads to do things right and avoid failure. You may not have had a business before, but you are obsessed with what you can serve the wider world.
Dove’s Campaign for Real Beauty is a great initiative, but is it authentic to the product? Is there is a purpose at the heart of what they do that I can believe in? A highly manufactured product, I’m doubtful.