A note on purpose - from Fiona

It’s been my biggest mistake in business -

Conflating brand and purpose.

At the beginning of my entrepreneurial journey, I dedicated months to preparing the perfect brand - colours, website, logo, words.

Sure, those are important. But the most important thing - the thing that underpins everything else - is purpose.

When we haven't identified our purpose, we can't be clear about precisely what we have to offer to others. In French it’s raison d’être. Without it, there's no brand.

It took me a long time to articulate my purpose. When I did, everything else fell into place.

“The products we use, the places we spend time, have a profound impact on how we feel”

Unleashing innovation that is both beautiful and meaningful underpins everything I do. I believe the products we use, the places we spend time, have a profound impact on how we feel. On our quality of life.

To achieve that, I support brands in connecting with markets, then to strategically create products and experiences that people love. Now and in the future.

Good for people, good for business, good for planet.

Yes, purpose tops everything.

Do you agree?