I've got to make it; I've got to survive. Through my own life's story this thought became a central focus. Survival. But over the last year - both in my personal life and in the midst of nationwide bailouts, bankruptcies, and lay-offs - a thought began to form that has rung even louder in my ears over the last few months: Life is about more than mere survival. People need a reason to survive. Something outside themselves. A purpose. And the same should be said for the function of any business.

Profits do not inspire. Profits provide. They allow someone to pay the bills. Possibly even do something wonderful for those they love. But profits go out the door just as quickly as they come in. They are useful and necessary, but they do not provide true purpose or passion.

Making profits alone is not a big enough ambition for any company.

Employees are looking for something larger than simply keeping the bottom-line in the black. The same is true for customers – they want something that they can enjoy, that satisfies, that enables them to dream or realize a dream. A felt purpose is what separates the commodities from the can't-do-withouts.

That passion and purpose is what drives what we do in branding. It fuels the fire as we author something extraordinary along side the customers we have the privilege to work with.

In one of my favorite movie lines, John Keating from Dead Poet's Society says it beautifully:
"The human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for. To quote from Whitman, "O me! O life!…of the questions of these recurring; of the endless trains of the faithless…of cities filled with the foolish; what good amid these, O me, O life?" Answer. That you are here – that life exists, and identity; that the powerful play goes on and you may contribute a verse. That the powerful play goes on and you may contribute a verse. What will your verse be?"

May the revenues follow purpose.

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