Higher Purpose Statement Defined

Your company’s contribution to the world brought about by a singular focus on fulfilling your customers’ true wants and needs better and more profitably than your competitors can or will. Identifying your Higher Purpose will:

  • Clearly express your company’s “True North” based on actionable customer insights
  • Transform decision making from tactical to strategic
  • Rally and inspire employees to better serve your customers by giving them purpose above and beyond their narrowly defined job descriptions
  • Geometrically enhance the perceived value of your company
  • Make the case why your company is the one who can, does, or will do something in a special way that others won't
  • Help you set an aspirational yet unattainable brand vision that will help foster a culture of perpetual improvement


There are a lot of marketing terms and theories that simply don’t hold water. Purpose isn’t one of them.  It’s been proven over and over again that companies with a clear sense of purpose have a clear competitive advantage.

Organizations driven by purpose and values outperformed the general market 15:1 and outperformed comparison companies 6:1.

- Jim Collins and Jerry Porras, Built to Last

So what exactly is purpose? In it’s simplest definition it’s why a company exists. In business terms it’s the one thing customers want and need that you provide profitably and better than your competitors can or are willing to do. It’s an easy concept to get but a very hard one to define and execute for your own company.

The power of purpose is not a marketing idea or a sales idea. It’s a company idea. Purpose drives an entire organization and it answers why the brand exists.

—Jim Stengel, former global marketing officer of Procter & Gamble (P&G)

Businesses with a clear purpose that drive everything they do have:

  • Better products
  • Better employee morale
  • Higher productivity
  • Better customer service
  • Better long-term stability
  • Higher customer loyalty
  • Better advertising
  • Less employee turnover
  • Easier recruiting
  • More positive publicity
  • Easier decision-making
  • Smaller media spends to acquire the same mindshare
  • Perceived higher values
  • Higher margins than their competitors

So how do you define your company’s Higher Purpose and start reaping the benefits above? Click here to find out more about our proprietary Brand Enlightenment Workshop and Report.


Higher Purpose statements, as a general rule, are only used internally to guide strategy, tactics, services, operations, product development, etc.

Taglines are a creative expression of a Higher Purpose Statement used publicly in a company’s marketing. The best taglines memorably and succinctly sum up Higher Purpose Statements.

A Few Higher Purpose Statements and Taglines We’ve Created:

Governors Club – a luxury gated community and private golf club

 To Create Heaven On Earth.

 iJoin Solutions – a 401-k Enrollment and Education program

To Make Saving Sexy Again.
Tagline:  Saving Is Sexy.

The Museum Of Life + Science – NC’s premier science museum

To be the perpetual curiosity machine that sows the seeds of lifelong learning.
Tagline: Know Wonder.

Armstrong Athletic Club – a high-end health club

To Be The Willpower Our Members Lack.
Tagline: Be Strong Inside & Out.

Burkely Student Communities – off-campus student apartment communities

To Be Success Incubators Cleverly Disguised As Off-Campus Student Housing.
Tagline: Smart Move.

Weejee Learning – one of the industry’s top e-learning companies

To give clients a competitive edge through funified learning experiences.
Tagline: The Blah Stops Here.

Immortology- a full-service ad agency

To Make Companies Immortal.
Tagline: Outsmart. Outdo. Outlast.

MercuryGate – an international leader in transportation logistics solutions

To be the business supercharger companies need to outperform their competitors on every level.

33rd Strike Group – an international manufacturer of entry-level power cats and pontoons

To liberate America’s waterways for all.

To find out how we can help you discover your company’s Higher Purpose, click here for a free consultation.

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