Storytelling Aaker on the Power of Purpose
Jennifer Aaker, General Atlantic Partners Professor of Marketing, Stanford Graduate School of Business

Video Vignette: Aaker on the Power of Purpose

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story.  Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission.  By being as transparent and clear about your purpose, you more quickly build trust and loyalty.

Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.

Considerations and Questions:

1- What story do you communicate about the purpose of your work and your organization?

2- What about the purpose of you and your work inspires people to want to follow and support you?

3- How can you include more purpose in your storytelling?

Video Vignette: Aaker on the Power of Purpose

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story.  Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission.  By being as transparent and clear about your purpose, you more quickly build trust and loyalty.

Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.

Considerations and Questions:

1- What story do you communicate about the purpose of your work and your organization?

2- What about the purpose of you and your work inspires people to want to follow and support you?

3- How can you include more purpose in your storytelling?