If you’re tired of talking about brand purpose, you’re not alone. In most cases, when researched, purpose just does not work. But perhaps it’s been sitting with the wrong department this whole time … Author of The Purpose of Purpose, brand strategist and former stand-up comedian Ron Tite, argues that purpose is not for the marketers but for human resources, because ultimately what you "say” about your brand hinges entirely on what you collectively “think” within your company. There is there a tendency in organizations to bypass the bit in the middle - to voice your vision before you’ve backed it up tangible policies, incentives and activities. Without that, it’s just bullshit PR.

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Learn more:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
3. RonTite.com & Church & State
4. Follow Sohail on LinkedIn & YouTube & Ista

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Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.