[According to author and entrepreneur Simon Sinek (Start With Why), ordinary companies know what they do: they sell products or services, hopefully at a profit. The better companies know how to organize that process in a manner that becomes systematic, and the replication turns into a successful and hopefully profitable routine. The most successful companies (what we refer to as “Challenger Brands”) know why they do what they do. That distinction of purpose transcends everything, including profit.
In following that passion, Challenger Brands inspire a movement or lead culture somewhere new that results in a deep connection with discerning, loyal customers who become advocates and/or evangelists for that cause. In the long run, the customers of Challenger Brands don’t buy what those brands produce; they buy why they produce it. Profits follow as a matter of course. Are you a Challenger Brand?