Purpose-led advertising is 30% less effective than marketing not referencing purpose. You get better ROI when you focus on position, message, creative, targeting and reach.

So is there a place for purpose-led thinking, behaviour and messaging in business? Definitely. Because business isn’t just about making money for the sake of making money. Is it?

Are you doing your best work, so you make as much money as you can? Or are you making as much money as you can, so you can do your best work?

If you have the gift, luck, wherewithal or whatever else to build a profitable business, it’s best for everyone – including you – if something you believe in, something purposeful, is woven in at a DNA level. So that what you’re doing, and the change you’re set on making, actually matter. So your business makes things better, not worse.

And that’s why this pair of questions are important and relevant.

Are you doing your best work, so you make as much money as you can? Or are you making as much money as you can, so you can do your best work?

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