I believe everything has to have a clear purpose. A company, a business unit, team, leaders and even brands. A well articulated purpose helps attract others to your purpose.
Digital marketing has forced a tipping point, where marketers no long have the luxury of control but need to meet consumers half way. Craig Davis, Chief Creative Officer of JWT says: “We need to stop interrupting what people are interested in and BE what people are interested in.” It means brands must stop selling and seek common ground between their ambitions and the hopes and desires of consumers. This common ground or shared value is a shared purpose.