WHAT DOES IT MEAN TO BE RADICAL?
Purpose-led brands exist to create value for their customers.
Mission-driven companies exist to solve the world’s problems.
Radical brands are both purpose-led and mission-driven and exist to create maximum value both for the people they are in business to serve and for the greater good of society.
RADICAL STRATEGY IS
purposefully moving the world forward
a deep-seated and ardent desire to contribute to the greater good
foundational to everything the brand says and does