Time to upgrade your purpose

consumer behaviour
You might be finding yourself checking the news more often, calling friends and relatives to see if they’re OK. You might have decided to self-isolate or be living in a city on lockdown. You might find yourself working from home and homeschooling your kids. Maybe you’re worried about losing your job or wondering how the current situation is going to affect your business. You’re probably finding it difficult to focus on your work as your thoughts jump from one place to another. At times like this we all have similar worries. No matter whether you’re a CEO or a freelancer, everybody is thinking about what this outbreak means to our lives and the lives of those who are precious to us. But we know one thing for certain. Things are…
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Your what is your who

consumer behaviour, customers, purpose
Your purpose defines who you are for: who is going to understand your story, who is embracing your narrative, who is ready, who has got it and who can’t wait. If your customer doesn’t share your purpose, you become another product or service.  Does your customer believe in what you believe? Our work is not just to find people who believe what we believe, but to find those who do and are struggling to get where they want to be. Our business can become a way of getting not close to what they need, but what they want.   Defining the what, the purpose, the value and the intention becomes in the long term the best way of defining who this is for.
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A little bit faster

A little bit faster

Business, consumer behaviour
  The world is getting faster-paced. PwC Global states in its 2018 consumer behaviour survey that 88% of consumers are willing to pay more for same-day or faster delivery. Amazon is entering this race, and Zara has recently announced a system to ship online orders from shops nearby so that customers get speedy delivery and Zara gets in return a handle on their inventory. Online buying with super-speedy delivery not only emulates the experience of physically buying in a shop, it also digs into the idea that whatever we want out there is just a click away. Any question, any garment, any product, any service. Go online and find it. Compare this to Marina Abramović’s performance at MoMA in New York in 2010, sitting for three months in front of…
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