Marcus Collins explains that brands limited to their product (e.g., toothpaste) have little to talk about. However, a brand with a broader ideology (like Nike's belief that "Every human body is an athlete") gains entry and authority to engage in wider cultural discourse, creating significant energy and relevance.

When leaders are stuck defining their organization's mission, this question forces a shift from generic goals like survival to tangible impact. It clarifies the unique value provided to customers and society, revealing a more motivating and authentic purpose beyond simply 'staying in business.'

A top copywriter declined a major Harry Potter project because she had no personal connection to the universe. Protecting a brand's legacy and respecting its audience is paramount, even if it means sacrificing a high-profile job. This honesty builds long-term trust.

Pressuring individuals or brands to speak on every current event is counterproductive. This external demand often leads to 'performative activism'—watered-down, disingenuous statements made out of obligation, not conviction. True impact comes from speaking on issues one genuinely cares about and understands.

A successful startup often resembles a cult, requiring a leader who communicates their vision with unwavering, first-person conviction. Hiding the founder behind polished PR spokespeople is a mistake; it neuters the contagious belief required to recruit talent and build a movement against impossible odds.

Patagonia avoids performative activism by only speaking out on issues where it has deep-seated authenticity (business and environment) and can be genuinely additive to the conversation. This strategic filter helps them navigate when to engage and when to stay silent.

One-off volunteer days or CSR initiatives are superficial fixes that employees recognize as inauthentic. Purpose must be the core reason a company exists and be embedded in every decision, not treated as a separate, performative activity to boost public image.

Activism isn't binary. A 'covert' approach involves expressing values through business decisions like partnerships, hiring, or amplified voices. This is a valid, often safer, alternative to direct 'overt' public statements, allowing for a spectrum of engagement based on comfort and capacity.

True corporate values are steadfast principles that guide a company regardless of the political or social climate. Values that are easily discarded when they become controversial are not core values but rather branding exercises. This inauthenticity risks significant consumer backlash when exposed.