The purpose is the reason for the birth and creation of this brand.

You can imagine the purpose as a solution to a current problem.

It could be a solution to a problem in the current product or service if your  idea exists and you have competitors or it could be a solution to a problem in the current situation in general.

The purpose is simply your answer to the question of what change  you want to make in our world.

Why it’s important?

The purpose is the reason you started your business and chose the idea. 

Understanding the purpose plays a role in more than one aspect and here are some of the benefits you'll enjoy if you master your purpose.

Purpose is the highest level of customer loyalty. Yes customers may betray their partners, but it's difficult for them to betray a brand that aligns with their purpose and values because this is considered in a sense a betrayal of oneself.

the segment of society that cares about this purpose will immediately support you regardless of the quality of what you offer.

Purpose motivates employees to work and plays a role in their happiness and satisfaction.

The purpose will keep you committed even when the journey becomes difficult and you think about giving up. 

If you've tried starting a project you understand the importance of all these points, if you haven't started one yet you're probably only interested in the first benefit of public and media support.

The purpose is the reason for starting a business.

The purpose is the current state of society, if you imagine that you were writing a story and your project is the hero and your project changed the world from a bad state to a better one than the purpose is the before (bad state).