Using AI to define your brand purpose

- Research shows there's a strong correlation between companies that have a strong purpose and company growth. In other words, companies that care about more than just making a buck end up making more bucks, I cannot lie. So, let's dive into defining your purpose and communicating it to the world. Now, you know me, I've got a prompt up my sleeve to help you out here, but brace yourself because this prompt delivers quite a lot. The prompt will quiz you about your business and your beliefs, guiding you in how to answer the questions effectively. Then, it provides a comprehensive response with your brand purpose, brand vision, brand mission, and brand values. It's quite the all rounder, isn't it? Let's take a peek. (air whooshing) Okay, this is another monster prompt. So, let's paste this in and have a read through. This'll take us a little while to get through this. "You are an expert brand strategist who knows what it takes to create a successful and distinctive brand. I want you to help me define the values and purpose for my company. You'll do that by asking me questions to help me define my company's values and our purpose." Now, as you can see the way I'm doing it here, it's no longer about putting the information into the prompt, what we're doing is using ChatGPT as an interviewer to get the information out of us. And this is just going to make sure that it has all the information it needs before it starts writing a response. "Ask me questions one at a time, tell me what makes a good response and give me examples of the kind of response you're looking for," just to make sure that we understand what's being asked for here to help us give more valuable, more helpful responses. "Wait for my response before asking the next question. When you have enough information, write your response using markup following this structure: purpose, why we exist beyond making money, vision, what future we want to help create, mission, how we create that future we envision, values, what we believe in and stand for. Write it in an inspiring, brief and non-corporate style. Make it sound like a manifesto. If you're clear on this, ask me the first question." So, ChatGPT, are you clear? Let's see if you come up with a question for us here. (clock ticking) (bell chiming) Okay, there was a little bit of a pause there, got me slightly worried. (laughs) But here we go, you can see it's saying here. "I'm excited to help you define your values and purpose. Question one, what inspired you to start this company? What problem did you want to solve or what change did you want to bring about?" Okay, so I'm going to use my own business of helping of educating people, helping them understand creativity, innovation, and AI as part of that. "I'm looking for a response that delves into your motivations and the underlying purpose behind your venture. Okay, so what inspired you to start this company? What problems did you want to solve or what change did you want to bring about?" So, I'm going to start putting my responses in here. You don't need to watch this in real time, or my goodness, you'll be asleep in a few minutes. So, I'm going to fast forward through this and you can see the response at the end of this. Here we go (upbeat music) (upbeat music continues) And there, we've got to the end, it's giving us our response. And our response here, you can see that I've put in some of my answers have been relatively short, but I've prepared these in advance to have them quite condensed. Some of my answers are a little bit longer here. And for you, it might take a bit of time to think about your answers. The more thought you put into it, the more value you will get out of this. So, it might be that this is something that you might want to take a few hours at even. You might want to get the questions from here and then go away and prepare them elsewhere. You might want to work on this with more than just yourself, you might want to put a little team together to put this information together and do this over the course of half a day or a day. Turn this into a way of running a workshop and prompting discussions. Because when I've done workshops for this kind of stuff, it will generally take half a day or a day to get through this. Right, so let's see the response it's given us. It's saying that it, "Loves the passion and energy and the values that I've expressed!" (laughs) So, my purpose is my education company, "We exist to empower individuals burdened by the constraints of busy work lives, equipping them with the valuable knowledge and tools so that they can be better at their jobs and more fulfilled in their lives." Okay, good, that's parroting a lot of my stuff back to me, but actually writing it in a more eloquent way. "Vision, we envision a world where people are equipped to generate transformative ideas that improve their lives, businesses, and the world at large. We want to inspire courage and pleasure in thinking differently, offering immense value to those around them," great. "Mission, we will revolutionize the learning and creativity landscape by curating cutting-edge courses, workshops, and resources that merge technology, innovation, and creative thinking." Okay, this is good stuff. "Values, at our core, we embrace the values of engagement, boldness, fearlessness, innovation, and over-delivering. We're committed to actively engaging individuals, encouraging bold and fearless thinking, fostering innovation in every endeavor, and consistently exceeding expectations to make a profound impact." I really kind of like this stuff. I'm going to take this away and I'm going to put it into a document, I'm going to think about this over the next few days so I might end up printing it out and putting it somewhere so that I can help to remind myself of what I've put down because I feel that this has actually quite successfully got to the core of what it is not just that I do, but that I want to do in the future. (air whooshing) Now, remember, this is just a first draft. You probably shouldn't stop here. I recommend that you sit with these outputs for a few days, mull them over, share them with your team, make adjustments. These will shape the ethos of your brand after all. But here's the crucial part, you've got to act on it. Use these insights to steer your decisions to influence your behavior. Just having these beautifully penned words won't do much good on their own. Much like how simply reading the instructions of a flat-pack bookshelf won't magically assemble it for you. You've got to do the work, perhaps hit your thumb with a hammer, and inevitably end up with a few spare bolts wondering where they were supposed to go. That's how it goes for me anyway. You should probably be thankful that I don't have a LinkedIn learning course on flat-pack furniture assembly. It's not my strong point.