Should You Choose Between Purpose & Profit?

There seems to be a view that in order to be true to a strong purpose, you need to sacrifice profit. At The CMO Syndicate, we would argue you can have both but need to find the right balance at the right time and with the right audiences (internal and external).

Purpose is a choice. Profit is not. The question is whether to position your brand explicitly and strategically, and therefore your business, on purpose. Will this drive more profit and growth?

Review your market. Review your category and the role your brand plays within it. Review your competitors. Ask yourself whether purpose would allow for more distinctiveness and differentiation versus them. Then make this important decision.

When, where and how is purpose right for your brand? Will it drive accelerated growth and profit?

The CMO Syndicate can help you explore your options and answer these questions.


About The CMO Syndicate

The CMO Syndicate is a diverse group of world-class Chief Marketing Officers who rapidly solve growth and profit problems for CEOs, VCs, CMOs, and PE firms. As global CMOs from the world’s top companies, The CMO Syndicate is not a traditional marketing consulting agency, and we are not typical marketing or growth consultants. We are growth experts and operators who actually do the work on a part-time or project basis as outsourced fractional and interim CMOs.

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