Roy Spence is adamant that behind every great brand is an authentic sense of purpose—"a definitive statement about the difference you are trying to make in the world"—and a workplace with the energy to bring that purpose to life.
Companies need to allow employees to liberate their inherent creativity, rather than squash it as most do. Tapping one's inner creativity within a destination-driven society requires the courage to slow down and reflect inwards.
Yesterday, I wrote about the power of originality in business — and just how rare is it to discover companies, executives, and entrepreneurs with a truly distinctive take on their industry. Of course, few companies set out to be just another me-too player with yet another copycat strategy. But in industry after industry, that’s how most companies wind up competing, which is why competition winds up feeling so unforgiving.