I have played around and “done the numbers” on many possible ventures, but I have not followed through with any of them with all my heart and soul. It was during my Brand Management class at The Schulich School of Business taught by Ashley Konson that I realised I never had a WHY! This video hit me like a high-speed train going full speed:
It always seemed a little silly to me why people cared so much about joy, passion, and purpose in their jobs and businesses when the “numbers work”. What I failed to realise is that customers buy WHY you do it and not WHAT you do. So with this new lense, it’s obvious that no spreadsheet, business model, website, business card, etc. can help you if you don’t have a why.
I have decided to come up with my why here on this forum, and I hope you will do the same.
Ashley Konsen defines brand purpose as the intersection of cultural tensions and brand’s best self. The brand purpose is more than just the logo and the colours and the tall office building, its brand’s north star and dictates what the organisation does and how it does it.
Let’s look at what most consumers are lacking in today’s sizzling hot real estate market.
- Affordable housing (can still afford food, transportation, utilities, etc.)
- Flexible financing (lower down payments, manageable monthly payments)
- Rent to own (tenants hate the feeling of throwing money away)
- Sustainable energy sources (use solar and wind energy to reduce costs and our ecological footprint)
- Flexible payments (ability to delay monthly instalments)
- Access to amenities (e.g. gyms, stores, shops, etc.)
- Access to transportation infrastructure (e.g. highways, public transit, etc.)
- Centralised physical location (i.e. in Toronto)