MASTERCLASS: Avoiding The Hero Trap, building a transformative brand
Purpose is failing, how great brands win by putting people in charge Most companies today are firmly on the social and environmental issues bandwagon like bees around a honey pot from oceans plastic to diversity. People are increasingly distrustful towards these efforts viewed as cheap marketing stunts meant to wow people into buying more. “Try to fly like a superman, and you will come down like a tin of soup.” Internationally recognised purpose pioneer Thomas Kolster takes a hatchet to his earlier beliefs and warns organisations and leaders to stop putting themselves first when it comes to purpose. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.
• How to avoid purpose-washing and find your organisation’s true relevance
• How to play a more meaningful and authentic role in people’s lives
• How to create behaviour change at scale and ultimately unlock sales.