Lesson Five: have a purpose. "I am devoting next chapter of my life to this mission." whybecause it changes everything. it is the only way forward to grow brands sustainably. what do I
mean by this? What it isn't: purpose based marketing is NOT "cause marketing". it works in some areas, but is not synonymous with it. It is having inspirational, motiational reason for
being for your brand and having all activity emanating from that.