090: Higher Purpose Matters to Customers and Your Bottom Line

Hang on to your seat, #RockHot listeners! This episode of the Heart of Marketing, our 90th, please note, is chock full of rabbit holes, a sound bite from a thought leader you may recognize from the marketing realm, discussion about what's behind the PPC click, how customer shopping is driving marketers crazy...AND...what do we mean by higher purpose in business? Whew. Seriously. Jayme Soulati, cohost, raises points about small businesses that decide to launch PPC campaigns without purpose. The problem becomes that lack of substance behind the click due to the lack of strategic purpose in developing the campaign to begin with. John Gregory Olson, cohost, raises a Millward Brown study of the top 50 fastest growing brands and shares how many bring value and purpose to customers.  At the very end of the day, we ask 'why.' Why is your business a business? Why do you do what you do for customers? And, why are customers delighted about your product and service? Purpose-driven business is not just purpose-driven marketing. It goes deeper, and that's why John raises the 5 Pillars of Heart Marketing in this episode. If you take anything away from this episode besides John razzing Jayme into fits and giggles, you'll ponder whether your business is managing to a higher purpose. (Do take a look at John's link about higher-purpose customer service; the link is accessible via his name above.)