It’s not a dramatic collapse. It’s more like a snakebite. The venom starts small—a decision made without a clear direction, a project taken on because it seemed like a good idea at the time, a team that’s working hard but not together. Slowly, the venom spreads. Every unclear choice feeds the drift. The cracks widen.
decision. It’s the compass that keeps your team moving in the same direction. It’s the foundation of every thriving business. When Rebecca and I dug deep, we uncovered her agency’s true purpose: to help small businesses create authentic brands that connect with their communities.
And one day, you wake up and realize you’ve built something you don’t recognize.
It sounds simple, but that clarity changed everything.
For Rebecca, the turning point came when I asked her, “Why does your agency exist?”
She streamlined her offerings, cutting services that didn’t align with her purpose. She restructured her team, ensuring everyone understood their role in fulfilling that purpose. And most importantly, she communicated it— to her employees, her clients, and herself. Within six months, her agency was thriving again. Revenue stabilized. Client satisfaction skyrocketed. Her team felt energized and focused.
She froze. She gave me a few vague answers: “To help businesses with branding. To create great campaigns.” But when I pressed her, she admitted she didn’t know. That was the venom. Her team didn’t know the purpose of the business because Rebecca didn’t either. And without that clarity, everything else was misaligned.
That’s the power of purpose.
The Power of Purpose
The Hidden Costs of Misalignment
Let me hit you with a statistic: 70% of small businesses fail within 10 years.
Clarity of purpose is more than a statement you hang on the wall. It’s the lens through which you make every
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