Episode 93: purpose fails
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Looking Outside is for curious people looking for a fresh take on familiar topics, in business and beyond.
If you’re tired of talking about brand purpose, you’re not alone. In most cases, when researched, purpose just does not work. But perhaps it’s been sitting with the wrong department this whole time … Author of The Purpose of Purpose, brand strategist and former stand-up comedian Ron Tite, argues that purpose is not for the marketers but for human resources, because ultimately what you "say” about your brand hinges entirely on what you collectively “think” within your company. There is there a tendency in organizations to bypass the bit in the middle - to voice your vision before you’ve backed it up tangible policies, incentives and activities. Without that, it’s just bullshit PR.
To look outside, Ron proactively seeks ‘reminders’ that things can be done differently, from examples in the real world of people breaking convention in their existing familiar fields.
An entrepreneur, speaker, and best-selling author, Ron Tite has always blurred the lines between art and commerce. He has been an award-winning advertising writer and creative director for some of the world’s most respected brands including DoorDash, Google, Kraft, Microsoft, Volvo, Walmart, and many others.
He is founder of Church+State, host and executive producer of the hit podcast, “The Coup”, and executive producer of the documentary film, Fresh Water. He has written for television. Wrote and performed a hit play. Created a branded art gallery. Published an award winning comedy book. And for 5 years, was executive producer and host of the award-winning comedy show, Monkey Toast.
In demand as a speaker all over the world, Ron speaks to leading organizations about purpose, creativity, disruption, and leadership. His books include Everyone’s An Artist - Or At Least They Should Be (with Scott Kavanagh and Christopher Novais, HarperCollins, 2016), Think Do Say: How to Seize Attention and Build Trust in a BusyBusy World (Page Two, 2019), and his most recent, The Purpose of Purpose (Page Two, 2025).
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