'Purpose is the place where your deep gladness meets the worlds needs' - Frederick Buechner

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How to Nail Your Purpose in Four Steps

Posted on Oct 05, 2018 by Rachel  | Comments (0)

members of the panel


On Tuesday evening, I finally GOT that my business has a purpose that needs to spread. A purpose way more important than any of my fears. A purpose that authentically resonates with other people. A purpose to counteract all the crazy shit going on in the world.

Your business has one too. 

Brand New Story has had its purpose for a while. But if I'm honest, I often found myself lacking confidence when it came to declaring it.

Coming to this realisation happened as I was catapulted out of my public speaking comfort zone during an event called ‘Your Brand Story Can Save the World’ hosted by the Catherine Erdly of Future of Retail.

It was a great evening. But as the time for me to speak drew nearer the more terrified I became. Public speaking is not my forte. And as the crowd started to gather under the beautiful glass atrium of WeWork in Holborn I made a silent vow of ‘I'm never ever doing this again'.

Thankfully, by the end of the night that thought was gone – and by the next morning I had placed public speaker training on my to do list.

Because Brand New Story's purpose is way more important than my ego-based fears.

The shift began as my fellow panellists Tara Button (Buy Me Once), Charlotte Pearce (Inkpact), James Buckley-Thorp (Hive Retail) and Garry Wells (Lush) started to share their stories and spoke about the purpose behind the drive of their organisation. It suddenly felt like I WAS part of a movement. 

Being amongst so many purpose-led people and brands (both on the panel and in the audience) with such powerful stories to tell was truly uplifting and inspiring. 

But the world is needs way more purpose-led brands. If you haven't nailed your purpose yet, here's something to get you started:

Your Purpose Involves Changing a Story

Finding your purpose can be hard work. Simon Sinek and his brilliant ‘Start With Why’ has created a marketing movement primed for purpose. It’s a TED Talk I make sure all my clients have seen it before I start working with them. Having watched it, they are primed to think about ‘why they do what they do' and ready to answer the following questions. 

Step 1 – Ask Yourself ‘What's The Existing Story I’m Seeking to Change?’

Take a look at the world around you. Society is made up of millions (if not billions) of stories. There’s the story of health, the story of transport, the story of climate change, the story of the Kardashians. You get my drift.  

You name it, there’s a story for it that acts as a reference point for our understanding.   

Some of the stories my clients have said they’d like to change include:

  • the story of leadership
  • the story of how we drink wine
  • the story of how we clean our homes
  • the story of how we feed our dogs


Step 2 – Ask Yourself ‘What Does This Existing Story Look Like?’

Here’s how some of them saw those ‘Existing Stories’ they were seeking to change:

  • the story of leadership – from an ‘Existing Story’ of obliviousness to the toxic effects leaders are having on their people and themselves
  • the story of how we drink wine – from the ‘Existing Story’ of drinking our wine from 1.2 billion single use bottles a year and counting


Step 3 – Now Ask Yourself ‘What is the Brand New Story you intend to create?’

If you could wave a magical wand and transform the story you are seeking to change what would it look like? How would it affect people on a personal and the even bigger society level?

Here's how those same people saw theirs:

  • the existing story of leadership – to a ‘Brand New Story’ of Empowerment Leadership, where everyone achieves what they need: their team, their peers, their organisation, their customers and themselves
  • the existing story of how we drink wine – to a ‘Brand New Story’ of more sustainable wine drinking via a box wine revolution 


Step 4 – Use The Brand New Story formula Below To Pull Everything Together

I created this formula for my business. Then I discovered it will work for yours too.

Once you have all the info above, pull it all together like this …

Insert your company name exists to transform the existing story of describe the story you are seeking to change from one of what this existing story looks like to a brand new story of what your brand new story looks like.

Here’s mine…

Brand New Story exists to transform the existing story of ‘business as usual’ from one of corporate greed, environmental destruction and inequality – to a brand new story of ‘purpose-led’ brands that challenge the status quo, empower their customers and inspire everyone who comes into contact with them to make the world a better place. 

It really is that simple.

Want to nail the rest of your story? You can either take a look at our Events and Workshops page for more info or get in touch.

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