 purpose is the difference that you're trying to make in the world. Welcome to the We Are Slam Show where we share marketing agency insights, ideas, and best practices to help your business or brand grow. My name is Tyler Kelly. I'm the co-founder of Slam Agency. We have offices in St. Louis and Miami, Florida. And today is the first show of the new decade, Happy 2020. And this is a show, the We Are Slam Show, for marketing directors, for VPs of marketing, for founders of startups, for business owners. It's for people that have the objective to promote their company through marketing and advertising. And our purpose is to help you learn how to captivate, motivate, and inspire people to action through advertising and marketing. And so if you're someone who has the budget out in front of you, you know where you want to go, you're not quite sure how you're going to get there, then this is the show for you because we're going to share with you our strategies, our techniques, our tactics. We're going to share with you where to spend your time, where not to spend your time, where to invest your money, where not to invest your money, what's working, what's not working. These are all the types of things that you're going to learn on this show this year. And I'm super excited about that. Today, I'm going to share with you what I believe is the most important, the most critical component that you need to have in place, that you as a marketing director need to understand, need to be fully aware of and be able to communicate in order to be successful in your position at your company and in the marketplace as a whole. And that, my friends, is purpose. So a few months ago, I was at the Organizational Higher Purpose Conference at Washington University in St. Louis. And at that conference, I got to meet leaders from all over the nation, researchers, doctors, CEOs, who are really innovating when it comes to organizational higher purpose. The conference was, of course, hosted by WashU, and it was put on by a company named Barry Waymiller, who is making amazing strides in this area of organizational higher purpose. And at this conference, I got to meet somebody that I've looked up to, and I've quoted, you know, for quite a while. And his name is Dr. Vic Stretcher. And Vic is a researcher and what he is discovering and what he has discovered in his work over the last 20 or 30 years is that an individual with purpose is able to have much better outcomes, including financial, emotional, health outcomes. He said that if this were a drug, it would be priceless. And in recent years, we've seen many, many studies come out that say when an organization has a purpose, that that organization is able to surpass what's happening in the market to beat the S&P 500, to beat the good-to-great companies. And so today I want to share with you, number one, if you're marketing director of VP and marketing, if it's not your company, but you're in charge of making decisions on how to position the brand and how to communicate the brand proposition, I'm going to share with you how to discover your company's purpose if you don't know that already. And if you are a founder or an owner of a company, what are the questions that you need to be asking in order to outline your purpose to create that mission and vision and that brand promise in order to communicate in a way that captivates, motivates, and inspires people to action? So first, what is purpose? Number one, purpose is the difference that you're trying to make in the world as an organization. If this isn't your company, you might not know the answer to that question. So what do you do? You have to ask. You have to ask the founders if they're still around. Like what is the difference that we're trying to make in the world? Ask your stakeholders, how do they see and perceive your company in the world and the difference that you're trying to make in the world? This is super important. What's the other key ingredient here? It can't be based on any sort of financial outcome, right? If you're in business, if your purpose is just to make money or to make your shareholders more profit, then what happens is you have a very difficult time captivating, motivating, and inspiring people, right? So you need to have a purpose beyond profit. A great example of this is Tom's shoes. Tom's shoes has a purpose to give one to one, right? So when you purchase something from Tom's shoes, they're going to give whatever it is that you purchase from them to a community in need, OK? And so it starts with shoes and they've expanded it into eyewear. But these are just things that they sell. Their CEO, Blake, Mikowski says these are just things that they sell in order to fulfill their purpose, which is one to one. So if you're a founder, if you're an owner of a company, what is your purpose? Dig in, dig deep. This is the perfect time of year to do this and ask yourself these questions. Why do we exist? Why are we here? Why does it matter? What is the difference that we're trying to make in the world? And why does anyone care? These are the things we need to think about. I was reading a book once that it said it's this wow moment. You think about the birth of a baby if you're a father or mother, and there's this moment where you're just like in awe and wow. A great purpose has this wow factor to it. It's something that's completely visceral that you can feel that inspires others. It inspires your team. It inspires the people that your company works with, your clients, your partners. That is what a great purpose is. It's the difference that you're trying to make in the world. When we get into branding and we talk about mission and vision and brand promise, it all starts with purpose as Simon Sinek says, what's your why? That's your purpose, and I challenge you today to think about why you're in business and what is the difference that you're trying to make in the world. If this is your first time watching or listening to the We Are Slam Show, please like, share, rate, review. If you're on a podcast network, subscribe, follow us on Spotify. We look forward to helping you this year to help you become a better marketer by sharing with you our strategies, our tactics, our beliefs about marketing that captivates, motivates, and inspires people to action. If you know your purpose, put it in the comments, send me an email, hit me up at We Are Slam. I wanna know your purpose and how you're communicating it. And if you don't know your purpose and you're just having some trouble getting there, call me, send me an email, go to slamagency.com, click on the free consultation. A good marketing and advertising plan starts with purpose and we wanna help you get there. Thank you for tuning in. Happy New Year, we'll see you next week. Thanks for watching. If you like what you just watched, subscribe, then hit that bell. You'll be the first to be notified when new content goes live. After that, you can watch more videos from Slam Agency. We've picked something we think you'll love.