How to identify and articulate your company's unique brand purpose. Through asking themselves and their customers a series of questions, a business owner can develop a brand purpose and values system that acts as a filter for decision making, an insurance policy, a shared belief system, and a guide for team behavior. In this presentation, I reference and pull from the many places where I have learned about the importance of brand and how to get to the real "why": Listen Ventures, for their "Brand Purpose" framework of "What We Believe" and "Why We Exist." Nick Sarillo, for his powerful work with brand values and building an authentic, explicit culture. Simon Sinek, for his TEDTalk "Start with Why" The books, "Made to Stick", by Chip and Dan Heath for cultivating empathy and understanding what your business looks like from the outside without all of the context that we as founders have. The beautiful quote by Wally Olins, from the book "Brand Thinking and other Noble Pursuits" by Debbie Millan And likely 10,000 other sources which have unwittingly shaped and built my passion and understanding for brand and its power in building emotionally resonant, authentic, proactive companies.