Click here to preview the new Fast Company

Want to try out the new

If you’d like to return to the previous design, click the yellow button on the lower left corner.

Karl Heiselman

CEO, Wolff Olins

Karl Heiselman is the CEO of branding and design firm Wolff Olins, which has done attention-getting work for the London Olympics, PricewaterhouseCoopers, Google, and many other companies. Heiselman says that the focus on branding as merely external communications is shortsighted. Instead, companies should focus on defining their purpose, so that there's a clearer vision to guide everything else, from traditional communications to product development.