554: Jeff Fromm - Turn Your Purpose into a Competitive Advantage

Most entrepreneurs understand how important it is to have a clear purpose. Unfortunately for many, “purpose” has become more of a marketing tool and has lost its authenticity. There are plenty of brands, however, that have been able to keep their purpose clear, instilling pride from their consumers, and, as a result, have a competitive advantage to those that don’t. It’s important to understand the different ways having a purpose can drive a brand beyond being a marketing scheme. Consumers want to do business with companies that align with their personal values. There is nothing wrong with making a profit. The profit’s purpose is to help deliver the brand’s purpose in all facets of business. To dig into this idea further, I’ve brought on author, consultant, and professional speaker, Jeff Fromm. Jeff has keynoted more than 500 events all over the world and helps his consulting clients - including Amazon, Dairy Queen, Wingstop, and Gallo -- on leveraging consumer trends, technology and innovation. He is the co-author of three youth marketing books, dozens of research reports, and hundreds of Forbes columns. To learn how to navigate your brand’s purpose and build a competitive advantage, download this episode now.  THE WARRIOR OF RESTRAINT  “If it’s passionate for you and adjacent to the business, then it’s right." - Jeff Fromm Highlights - A business’ purpose should be ingrained in all facets of that business from e-mails to .  In order for a purpose to be real and valuable it must be functional, emotional, and societal.  There’s nothing wrong with making a profit. The profit helps deliver the purpose.  Don’t be afraid to express your passion.  There are 6 modern consumer mindsets that propel top brands: social circle, self, trust, innovation, accessibility, purpose.  The mindset of self is an important component of doing business because consumers like to choose brands that align with their personal values. The best purpose driven brands look at the history of why they started. Pay attention to how you’re referred. It can inform how you are viewed by your customers. Guest Contact - Jeff's Website Jeff's Twitter Jeff's Book: The Purpose Advantage: How to Unlock New Ways of Doing Business Mentions - Mod Pizza Contact Jeffrey - Website Coaching support My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Watch my TEDx LincolnSquare video and please share!  Resources - Have Your Website Brand Message Reviewed! Is your website and are all your marketing materials speaking the right LINGO of your ideal customers? Often it's not which is why you're not converting traffic and leads to clients and attracting your most profitable customers. Fill out the simple LINGO Review application and I'll take a look at your website. If I have suggestions for you to improve your brand message (I almost always do), we'll set up a complimentary 30-minute call to discuss. A select number of websites are also chosen for my LINGO Review Video Series. Fill out the application today and let's get your business speaking the right LINGO! Music by Jawn