This purpose approach differentiated the Pampers brand, built trust and emotional connection with consumers and, perhaps most importantly, inspired P&G employees. I think this last result — inspiring internal audiences — is one of the most powerful aspects of purpose-based marketing. By positioning themselves and their brands around a higher purpose, companies can build real commitment and trust with employees who too often look at their employers in a pretty cynical way.

Thanks for your great comments!

For me, Stengel’s definition, “define what a company does – beyond making money – and how it makes customers’ lives better,” is simply a better way of articulating the goal of marketing and highlighting the importance of a true Point of Differentiation.

Sure, your previous client, now friend, is accurate in the assertion that business is about making money. However, to sell more things, and make the greatest amount of profit, there has to be a “reason” that the consumer buys the product. That reason can loosely be defined as something that “makes customers’ lives better.”

A belt keeps my pants from falling down, and thus “makes my life better” in a narrow perspective. When choosing a location to shop, I can shop for a belt made by a company that does less harm to the environment in creating, shipping, and selling their belts. Thus, a point of differentiation for the strip of leather with a buckle.

I also need food to survive, and a grocery store selling me food “makes my life better.” However, I can pick someplace that simply sells food, or someplace that “makes my life better” on multiple fronts. For example, Whole Foods sells food, but also give emotional satisfaction and “makes customers’ lives better” on the emotional front with the knowledge that their business practices make other individuals lives better (environment practices, environmental production, etc.).

Faster, smaller, and easier have always been Points of Differentiation, but with all things being equal, HOW something becomes that way has also become a true Point of Differentiation for business.

My three and a half cents.