{"id":327,"date":"2021-01-04T18:52:21","date_gmt":"2021-01-04T18:52:21","guid":{"rendered":"https:\/\/www.redthreadbrands.com\/blog\/?p=327"},"modified":"2022-06-30T12:57:51","modified_gmt":"2022-06-30T17:57:51","slug":"purpose","status":"publish","type":"post","link":"https:\/\/www.redthreadbrands.com\/blog\/purpose\/","title":{"rendered":"My Love\/Hate Relationship with the Word \u201cPurpose\u201d"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221;][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_image src=&#8221;https:\/\/www.redthreadbrands.com\/blog\/wp-content\/uploads\/2021\/01\/1_2021_RTBblog_Purpose_headerimage.jpg&#8221; alt=&#8221;Business Purpose&#8221; title_text=&#8221;1_2021_RTBblog_Purpose_headerimage&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][\/et_pb_image][et_pb_code admin_label=&#8221;Journey dashes trigger code&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;]<\/p>\n<div class=\"animation-trigger\" id=\"trigger-journey\"><\/div>\n<p>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;6px|||||&#8221;][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;9px|auto||auto||&#8221; custom_padding=&#8221;5px|||||&#8221;][et_pb_column type=&#8221;4_4&#8243; 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.add(TweenMax.to($dash36, 0.05, {strokeDashoffset: 0, ease:Linear.easeNone}))<!-- [et_pb_line_break_holder] -->    .add(TweenMax.to($flag, 0.5, {strokeDashoffset: 0, ease:Linear.easeNone,  fill: \"#ed1d24\"})); \/\/ draw dot for 0.1<!-- [et_pb_line_break_holder] -->  \/\/ .add(TweenMax.to(\"#about-swirl path\", 1.3, {stroke: \"#ed1d24\", ease:Linear.easeNone}), 0);\t\t\t\/\/ change color during the whole thing<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->var scene1 = new ScrollMagic.Scene({triggerElement: \"#trigger-journey\", duration: 200, tweenChanges: true})<!-- [et_pb_line_break_holder] -->      .setTween(tween1)<!-- [et_pb_line_break_holder] -->      .addTo(controller1);<!-- [et_pb_line_break_holder] -->  });<!-- [et_pb_line_break_holder] --><\/script>[\/et_pb_code][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_text _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;60px||||false|false&#8221; custom_padding_tablet=&#8221;0px||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><strong><b data-stringify-type=\"bold\">My Journey So Far<\/b>\u2026<\/strong><br \/> <\/span><span style=\"font-weight: 400;\">My professional journey with corporate purpose began over 10 years ago, but my personal journey began as a child when my parents encouraged me to \u201cfollow my bliss\u201d <\/span><i><span style=\"font-weight: 400;\">(Joseph Campbell)<\/span><\/i><span style=\"font-weight: 400;\">. Throughout all my experiences with the concept, I have grown to both LOVE and HATE the word \u201cPURPOSE.\u201d I even struggled with putting this post together and decided this should be the start of a series on the importance of Purpose. My hope is that it sparks conversation and, ultimately, action.\u00a0<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_text _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;]<\/p>\n<p><span>\u201cPurpose\u201d for me, is a word that has taken on so much meaning that it taps into feelings. My conversations with people about Purpose inevitably and quickly stir emotions both positive and negative. Emotions lead to vulnerability and that\u2019s when things get real, personal, and hard. To raise the stakes, I talk to people about Purpose in business and how that can change their life, their organization, their relationships, and the world.\u00a0<\/span><\/p>\n<p><i><span>I know that\u2019s a big hairy audacious statement but I do believe it\u2019s true.\u00a0<\/span><\/i><\/p>\n<p><b><i>Sooooo\u2026 What in the Heck does the Word Purpose Even Mean?<br \/> <\/i><\/b><span>My goal in business and in life is to communicate in a way that others can understand the meaning intended by my words. So, I\u2019d like to start this series off with what the word \u201cPurpose\u201d means to me.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_image src=&#8221;https:\/\/www.redthreadbrands.com\/blog\/wp-content\/uploads\/2021\/01\/eye-icon.png&#8221; title_text=&#8221;eye-icon&#8221; show_bottom_space=&#8221;off&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; module_alignment=&#8221;left&#8221; custom_padding=&#8221;||20px|25px|false|false&#8221; scroll_scaling=&#8221;0|50|50|100|50%|100|100&#8243; scroll_blur_enable=&#8221;on&#8221; scroll_blur=&#8221;0|40|60|100|5px|0px|0px&#8221; motion_trigger_start=&#8221;top&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_image][et_pb_text admin_label=&#8221;styled quote 1&#8243; module_class=&#8221;blog-pullquote&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#6d0508&#8243; text_font_size=&#8221;35px&#8221; text_letter_spacing=&#8221;0.01em&#8221; text_line_height=&#8221;1.1em&#8221; custom_padding=&#8221;|50px||50px|false|false&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;|20px||20px|false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; text_font_size_tablet=&#8221;&#8221; text_font_size_phone=&#8221;28px&#8221; text_font_size_last_edited=&#8221;on|phone&#8221;]<\/p>\n<p>I also see the challenges that arise when there is the absence of a defined, intentional, and understood \u201cPurpose.\u201d<\/p>\n<p>[\/et_pb_text][et_pb_divider color=&#8221;#035a5e&#8221; module_class=&#8221;pullquote-underline&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; width=&#8221;380px&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;200px&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;25px|||50px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;25px|||25px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;||||false|false&#8221; scroll_horizontal_motion_enable=&#8221;on&#8221; scroll_horizontal_motion=&#8221;0|50|50|100|2|0|0&#8243; border_color_top=&#8221;#035a5e&#8221;][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_text admin_label=&#8221;what purpose means and why I love purpose text&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||0px|||&#8221;]<\/p>\n<p><b>What it Means and Why I Love \u201cPurpose&#8221;<br \/> <\/b><span style=\"font-weight: 400;\">I LOOOVE the intent behind the word Purpose. A Purpose is why you exist. To me, it means that you do something intentionally, with a reason for what you do, and with determination. I believe that people can have Purpose, businesses can have Purpose, objects can have a Purpose, anything can be done with \u201cPurpose\u201d or have \u201cA Purpose.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To have a Purpose is to understand how and where you want to make connections in your life and in your work, and can provide deep meaning for a life that is satisfying and fulfilling. I believe it and I see it in action every day. I also see the challenges that arise when there is the absence of a defined, intentional, and understood \u201cPurpose.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;the hate part &#8211; text&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;]<\/p>\n<p><b>Now\u2026 Let\u2019s Get to the Hate Part<br \/> <\/b><span style=\"font-weight: 400;\">Just for starters&#8230; the different perceptions of what \u201cPurpose\u201d means can cause confusion or even disillusionment. Purpose has almost become a buzzword, with everyone from universities to business coaches to Oprah discussing, defining, and researching it. With so much discussion, it\u2019s easy for the word to lose its importance and meaning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, the emotions that arise when you discuss Purpose are real, raw, confusing and usually incite conflict in some way. Just a few things I have heard when I start the conversation:<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 1&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;top&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;]<\/p>\n<ul>\n<li><span>Isn\u2019t that just marketing stuff?\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 2&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221;]<\/p>\n<ul>\n<li>Why would my business have a Purpose?\u00a0<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 3&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;bottom&#8221;]<\/p>\n<ul>\n<li><span>We\u2019re in business to make money.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 4&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;bottom&#8221;]<\/p>\n<ul>\n<li><span>I know it but I don\u2019t know how to describe it.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 5&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;bottom&#8221;]<\/p>\n<ul>\n<li><span>Why would anyone care?<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 6&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;bottom&#8221;]<\/p>\n<ul>\n<li><span>We don\u2019t have money for that kind of thing.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;bullet 7&#8243; module_class=&#8221;custom-list-item&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; scroll_fade_enable=&#8221;on&#8221; motion_trigger_start=&#8221;bottom&#8221;]<\/p>\n<ul>\n<li><span>OMG that would be way too much work and we just don\u2019t have the time.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;all-time favorite from client&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||1px|||&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">My all-time favorite though, from a client that I had been doing business with for a few years said ..\u201dChris, we\u2019re not Whole Foods or Toms Shoes &#8211; we\u2019re just here to make money. We\u2019re not crunchy granola like that.\u201d\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Let\u2019s get something straight. Any kind of business can &#8211; and we hope, DOES &#8211; have a Purpose. Love them or hate them, Amazon is a purposeful company and few would define them as \u201ccrunchy.\u201d This is about clarifying intent and action &#8211; how you do business by defining how you treat people, treat the planet, and make a profit.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m not going to spend a lot of time talking about why the \u201c<\/span><b>just<\/b><span style=\"font-weight: 400;\"> to make money model\u201d isn\u2019t what we believe in. I will say that if you want a sustainable business model that returns a 14:1 ROI over your competitors then we hope to win you over from the dark side.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The force is strong with us on Purpose. <span style=\"text-decoration: underline;\">Yeah, we\u2019re Jedi<\/span>.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;research backs this up!&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;10px||30px||false|false&#8221; custom_padding=&#8221;30px|30px|30px|30px|false|false&#8221; border_width_all=&#8221;2px&#8221; border_color_all=&#8221;#ed1d24&#8243; border_style_all=&#8221;dashed&#8221;]<\/p>\n<p><em><b>Research Backs This Up!\u00a0<\/b>I\u2019ll provide helpful references to this in the upcoming series to back up the discussion points about how profitable it is to do business this way.\u00a0<\/em><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;about YOUR purpose&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;]<\/p>\n<p><b>It\u2019s About YOUR \u201cPurpose\u201d<br \/> <\/b><span style=\"font-weight: 400;\">Setting an intention or a \u201cPurpose\u201d simply means that you are defining YOUR reason to exist. If your reason to exist is to solely make money at all costs then by all means go for it. We just see a more sustainable way for the future.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_code admin_label=&#8221;pullquote curve animation trigger code&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221;]<\/p>\n<div class=\"animation-trigger\" id=\"pullquotecurve-trigger\"><\/div>\n<p>[\/et_pb_code][et_pb_text admin_label=&#8221;it all matters&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;]<\/p>\n<p><b>People, Planet and Profit All Matter<br \/> <\/b><span style=\"font-weight: 400;\">Research has confirmed time and again that more modern generations of consumers are no longer going to do business with people who are only interested in making a profit at all costs. 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_builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#6d0508&#8243; text_font_size=&#8221;35px&#8221; text_letter_spacing=&#8221;0.01em&#8221; text_line_height=&#8221;1.1em&#8221; custom_padding=&#8221;|40px||40px|false|false&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;|20px||20px|false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; text_font_size_tablet=&#8221;&#8221; text_font_size_phone=&#8221;28px&#8221; text_font_size_last_edited=&#8221;on|phone&#8221;]<\/p>\n<p>To get to the real discussion about defining a personal purpose, a company purpose, an organizational purpose, you have to get through all of the messy misconceptions first.<\/p>\n<p>[\/et_pb_text][et_pb_divider color=&#8221;#035a5e&#8221; module_class=&#8221;pullquote-underline&#8221; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221; width=&#8221;300px&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;200px&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;25px|||40px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;25px|||20px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;||||false|false&#8221; scroll_horizontal_motion_enable=&#8221;on&#8221; scroll_horizontal_motion=&#8221;0|50|50|100|2|0|0&#8243; border_color_top=&#8221;#035a5e&#8221;][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;][et_pb_text _builder_version=&#8221;4.7.7&#8243; _module_preset=&#8221;default&#8221;]<\/p>\n<p><b>The Struggle is Real<br \/> <\/b><span style=\"font-weight: 400;\">To get to the real discussion about defining a personal purpose, a company purpose, an organizational purpose, you have to get through all of the messy misconceptions first. As much as this is a struggle, I have realized that it\u2019s a necessity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These hard conversations about what it is, what it isn\u2019t, what it really means, and what to do with it help people get to the place where they can begin to define THEIR Purpose. The outcome won\u2019t be the same for everyone or every business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I have seen this exploration of defining a \u201cPersonal Purpose\u201d and a \u201cCompany Purpose\u201d result in really amazing transformations. I have also seen it fail when it is treated like \u201cMarketing Stuff.\u201d These are the conversations that I want to explore with this series and I hope you\u2019ll join me for the real, transparent, difficult, amazing, and transformative journey as I continue to live it out in the wild with you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>Igniting passion with action,<\/em><br \/> <\/span><span style=\"font-weight: 400;\">Chris <\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s not \u201ctrendy, fluffy, marketing stuff\u201d &#8211; a\u00a0series on the strengths and challenges of \u201cPurpose\u201d in business.My Journey So Far\u2026 My professional journey with corporate purpose began over 10 years ago, but my personal journey began as a child when my parents encouraged me to \u201cfollow my bliss\u201d (Joseph Campbell). 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