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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⭐ Follow & rate the show - it makes a difference!

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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.

What does it take to build a business that lasts generations? In this Business Brief, Jo reflects on long-term thinking, the resilience of family-run businesses, and why creating a compelling vision matters when aligning business heritage with future ambitions.

Business Brief is a (very brief) new solo series hosted by Looking Outside host, strategist and corporate futurist Jo Lepore.

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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. Watch this Business Brief on YouTube

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⭐ Follow & rate the show - it makes a difference!

---

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 Adrian Walther.

On this episode of Looking Outside we peek into the metaphors, imagery and stories that unknowingly shape the limitations of our business strategy, and limit our ambitions. UNESCO chair of futures, Sohail Inayatullah has seen this many times before - from brands rethinking positioning, CEOs shifting cultural capability, to government leaders reshaping coalitions. In each case, when we dig deeper to the metaphor we hold for ourselves, we gain visibility of what limits our worldview, and the bars that guard us from transformational change. Sohail stresses that a strategy can easily change based on the story you tell others, but it’s uncovering the story you tell yourself as a leader that, while uncomfortable, is the true unlocker of new possibilities for the future.

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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. Metafuture.org & Meta Future School
4. Follow Sohail on LinkedIn & YouTube

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⭐ Follow & rate the show - it makes a difference!

---

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 songs by Azteca X.