“You can’t fake your purpose; your gut and your customers simply won’t let you.”
In the book Company of One, author Paul Jarvis is referring to companies who write a purpose like they write a mission statement; probably in a board room requiring approvals, sign-off, and word tweaking to ensure no one in their target market is excluded.
Plenty of ads on tv at the moment for “clean coal” and what not are demonstrating this spectacularly. If there’s a way to wedge the word “sustainable” in there they’ll do it – it’s obvious and embarrassing.
Purpose, if you truly have one, isn’t fakeable…. not without being called out for it anyway.
For self-employed creatives, normal business traps are easy to fall into and overcomplicate things - but they’re totally avoidable when flying solo.
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