Why YOU are the Future of Capitalism
A recent article published by Fast Company—reporting on a roundtable discussion of corporate leaders, entrepreneurial founders and other industry leaders—clearly concludes the future of capitalism boils down to one thing: Purpose. Industry giants like BlackRock are “trying to help to advance this idea that purpose-driven capitalism and purpose-driven companies are, in fact, the future,” according to Frank Cooper, CMO of BlackRock. At Spotlight, we could not agree more. Purpose, your social and cultural impact, is what will undoubtedly fuel our economy in the near future. Purpose, of course, starts with you—the human, the creative mind behind the ideas upon which companies and brands are built. Without you, there is no purpose. The other driving factor behind any successful business is authenticity. So, you cannot launch a business premised on just any old purpose, it must be a purpose authentic to you, one that you genuinely believe in. In other words, it must be your purpose.
Purpose, your social and cultural impact, is what will undoubtedly fuel our economy in the near future.
There is nothing more authentic than the story of a human being. Your “story” is not only a factual account of the events of your life, but more importantly it is the truths and principles that led to or were derived from those events. Those truths and principles are, or should be, a representation of what you stand for, what you want your life to mean—i.e., your life purpose. The authenticity of that purpose is validated through your life experience: you have lived it, therefore it is true to you. In order to build an authentic brand, therefore, you must start by understanding who you are and what you stand for. You must start with establishing your purpose, and then infuse that purpose into the ethos of the brand. Once the brand is established, then it can organically grow and evolve separate and apart from you based on its own authentic experiences.
There is nothing more authentic than the story of a human being.
If you are wondering, “how do I find my purpose,” so that you can launch an authentic, purpose-driven brand, you are asking the wrong question. Who you are as an individual and what your life means is ever-evolving. Therefore, your purpose cannot be found—it must be lived. To throw out an old cliché, your purpose is a journey, not a destination. What you need to know is where each step in your journey begins and the direction in which you are headed. Here, there are three key components: (1) your sense of joy and personal fulfillment, (2) your creative inspiration (i.e., the force that pushes or pulls you in life), and (3) your impact on society and culture. Mix these three ingredients into every decision you make, and you will be authentically living your purpose. Build these elements into a brand, and you will have an authentic, purpose-driven brand.
Rather than focus on the end result of revenue, we focus on the creative process and each creative’s unique, authentic message and truth. By protecting that authentic message and empowering clients to expand their creativity across multiple industry verticals, we ensure that each client accomplishes their greatest social and cultural impact (i.e., lives their purpose) while maximizing revenue.
At Spotlight, each of our client’s purpose is rooted in their creativity. We have spent years continually refining the Spotlight Method™ to serve as the perfect bridge between creativity and commerce. Rather than focus on the end result of revenue, we focus on the creative process and each creative’s unique, authentic message and truth. By protecting that authentic message and empowering clients to expand their creativity across multiple industry verticals, we ensure that each client accomplishes their greatest social and cultural impact (i.e., lives their purpose) while maximizing revenue.
