TRUE NORTH STRATEGY

Value of True North

Brands of any size are founded with an original purpose: to provide real value to people through products or services. The brand promises to consistently fulfill on and improve this real value, which should become the True North that the business and its customers follow together. This commitment to real value generates lasting and co-creative relationships with customers and society via authentic communication and activation delivering on, and strengthening delivery of, the brand promise throughout all touch-points. 

Too often, general business and marketing activities are planned and executed with a primary focus on disruption trumping thoughtful alignment with purpose. Disruption can manifest in the form of misaligned products or memorable marketing communications that delight or offend, but ultimately create little to negative impact on the business and its brand.

Authentic positioning by purpose is a vibrant strategy moving business activity beyond an arms race- eliminating wasted effort and collapsing the distance between idea and right action. Relationships both internal and external are strengthened. Teams and processes function better because people love the work. Businesses sell more because people love the value. Ultimately, purpose becomes True North for brand, customer and all other constituents. We develop strategies to achieve this potential.

Success demands singleness of purpose.
~ Vince Lombardi