The older I get and the more I see in marketing, the more I wonder why most businesses focus only on competing through price and promotions, constantly chasing cost optimisations and the fastest ways to increase short-term sales. And it’s only going to get worse, because AI is a perfect tool for automating, optimising, and producing increasingly generic content and solutions. Faster. Cheaper. But where does that leave the human being?
Why do we so easily forget that on the other side there’s a person who wants something more, someone who isn’t just a buying machine, but a human with needs, ambitions, and a desire to feel understood. Someone who wants to be part of something bigger, an idea, a mission and not just a mindless consumer choosing the cheapest option.
And this brings us back to the question: why are there so few companies willing to follow the path of IKEA or InPost? To truly understand their customers, step into their world, and offer something more. IKEA wants to make our everyday lives better and simpler, so it offers quick, easy, and accessible solutions we can apply right here and now. InPost, on the other hand, aims to make parcel delivery as effortless and intuitive as possible. Everything else, the offer, customer service, communication, naturally stems from their clearly defined and inspiring purpose. Together, these elements consistently build and deliver on the brand promise.
Can’t other businesses do the same? Can’t they start by defining what role, what purpose they want to play in their customers’ lives, write it down in a short, inspiring way, and then live by it? Engaging not only customers but also employees in the company’s world?
To constantly deliver on that promise, looking for new ways for customers to feel and understand why the brand exists in their world, why it’s relevant, and, over time, indispensable.
Of course, we should still use automation wisely and keep optimising, but always with the assumption that we won’t betray our purpose or act against our mission.
That’s when everyone wins. The business gains strong foundations and grows through the power of its brand, while smartly optimising processes to improve efficiency.
Because without an inspiring, relevant, and authentic brand story, constant cost-cutting will never build long-term success. Optimisation has its limits, including human ones. Customers want to feel good about spending their money, and employees want to know their work means more than just filling someone’s pockets.
If you also feel it’s time to focus on brand purpose, not just cost and optimisation, let’s talk. I’d be happy to help you take your business to the next level.
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