THE GUIDING
PURPOSE STRATEGY

A Navigational Code for Brand Growth

Markus Kramer
with Tofig Husein-zadeh

Officially available: January 2018

17Days 21Hours 41Minutes 12Seconds
ORDER LIMITED & SIGNED OFFSET PRINT PRE-RUN

Knowing your inner-Why is the new Know-How

Purpose is the Know-Why. And in today’s day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d’être.

The Guiding Purpose Strategy is a stimulating deep-dive into the transformational power of Purpose. Looking through the lens of contemporary brand management and taking inspiration from the luxury industry, where strategy and meaning-making have stood the test of time, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies and offers a hands-on tool to start your very own path towards finding your inner Why.

Building on 20+ years of experience of working with and for some of the most successful brands including Harley-Davidson and Aston Martin, global financial services firms, governments, charities and startups around the world, we demonstrate how the application of the GPS Framework can help you create your very own Guiding Purpose Strategy. Brands, companies and people with clarity of Purpose are changing the world. If you’re up for a journey of discovery and knowledge on professional and personal growth.

We are delighted to welcome you on board!

5 Key Questions Answered

  • What is The Guiding Purpose Strategy about?
  • For whom is The Guiding Purpose Strategy?
  • What will you get from The Guiding Purpose Strategy?
  • What is the reading experience of The Guiding Purpose Strategy?
  • Why did you write The Guiding Purpose Strategy?

The Framework

The application of the GPS Framework helps you create your own Guiding Purpose Strategy. Drawing from many years of experience of working with and for some of the most powerful brands, from Harley-Davidson and Aston Martin to global financial services firms, government institutions, charities and tech startups around the world, the GPS Framework represents the condensed result of 20+ years of what works.

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Book Preview & Excerpt

Testimonials

London Workshop 21.11.2017 – FULLY BOOKED

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

Zurich Workshop – 8 March 2018 – OPEN

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

New York Workshop – 15 March 2018 – OPEN

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

Tofig Husein-zadeh

Markus Kramer

About the Authors

Combining strengths and experience, bridging geographic, cultural and generational borders, Markus Kramer and Tofig Husein-zadeh bring a unique perspective on how purpose is the new frontier for competitive advantage in the 21st century.

Markus Kramer is a partner at Brand Affairs, a specialist consulting agency advising boards and executives on all aspects of strategic positioning and brand management. The broad range of brands Markus has worked with includes Harley-Davidson, Aston Martin, Ferrari, banks & financial service providers, governments, NGOs, startups and many more. Markus is a visiting Associate Professor in Brand Management at Cass Business School in London and a recognized thought leader in the fast-paced world of cutting-edge brand management. He speaks regularly at select business schools and conferences globally. Markus holds degrees in Marketing & Brand Management from the University of California at Berkeley, an MBA (hons.) from the Saïd Business School at the University of Oxford and a Certificate in the Future of Commerce from MIT. See Markus’ personal website here.

Tofig Husein-zadeh is an Istanbul based brand strategist, business writer, psychographics researcher, translator and speaker. A former writer for Harvard Business Review, Tofig’s articles about luxury brand management are published by The Brand Age and Campaign and he is the founder of the biannual print magazine The Intelligentsia. See Tofigs’ personal website here.