What’s the greater purpose behind your brand?

Build a product that’s greater than just the sum of its features because at the end of the day, it’s just as important to understand the reason why you’re building your product as it is to actually build it.

This is your purpose, your overarching reason for being.

The greater purpose behind your product should be the “big picture” problem you’re trying to solve or a goal you’re trying to achieve.

Zappos delivers outstanding customer service.
Grasshopper helps entrepreneurs run their businesses.
FreshBooks believes billing should be simple.

Each of these brands does a great job of giving themselves a greater purpose so that they’re business isn’t always boiled down to just their features.

You might think that figuring out your greater purpose is easy, so I want you to take a minute and give it a shot.

Kind of hard, huh?

Don’t feel bad.

Most startups struggle with this concept, mainly because founders are so entrenched in building an amazing product/developing their customer base that the last thing they think about is the greater purpose behind their product.

Thinking about your purpose is actually pretty crucial to your success as a company and a brand: Not only does it give customers something to believe in, but it will inspire your team to think bigger, and make your product better.