The Purpose Trap - Giorgia Molinari

BRANDING CRIME #10

The Purpose Trap

“We don’t sell products. We sell dreams, hope, and the human experience.”

How it kills

Tries so hard to be a movement that it forgets to actually sell things.
The brand manifesto is longer than a fantasy novel.
Employees are not sure if they’re working at a company or joining a resistance movement.

What Works

Purpose is great, but don’t be allergic to reality. Customers should still know what you actually do.
Inspire, but also be useful—meaning matters more when paired with a solid product or service.
If your About page sounds like it could be an Oscar acceptance speech, trim it before someone starts playing the wrap-up music.

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