To recruit for the declining Pampered Chef, the team didn't sell the kitchenware product. They sold a compelling story: the chance to learn and grow quickly in a meritocracy, and be part of a historic business transformation. This attracted ambitious talent who wanted to build something unique.

For 10 years, Red Wing has maintained "The Crew," a consistent group of 20 loyalist customers. They connect monthly via calls with product and marketing teams, providing ruthless and authentic feedback that directly shapes strategy, far beyond what traditional focus groups can offer.

Despite high-profile celebrities like Lady Gaga wearing their boots, Red Wing intentionally avoids commercializing it. They provide product to stylists but don't amplify the usage, believing an organic, unforced presence maintains more brand authenticity and long-term value than a paid campaign.

Canva's core mission is a "two-step plan": 1) build a valuable company and 2) do good. Crucially, this isn't a sequential plan for after an exit. They believe step one fuels step two (and vice versa), integrating purpose directly into the business model from day one.

Caribou Coffee translates its purpose—"create daymaking experiences"—into action by embedding core values directly into HR processes. Behaviors tied to these values are integrated into hiring, training, and performance reviews, ensuring employees are empowered to deliver the brand promise.

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.

Instead of siloing agency partners, Red Wing hosts an annual mid-year offsite for its entire roster (creative, PR, performance). The CEO presents, and agencies collaborate on real projects. This ritual treats them as a true extension of the internal team, driving alignment and better work.

To combat the complexity of its vertically integrated global business, Red Wing's leadership implements a "Triple-Stitched Plan." This framework distills strategy into three core priorities that are relentlessly communicated across the organization, ensuring focus and preventing strategic drift despite the company's vast scope.

David Aaker reframes social purpose not just as philanthropy but as a strategic tool to inject energy into low-interest product categories. He cites Dove's "Real Beauty" campaign, which attached the brand to an energizing social program and grew the business from $2.6B to $6.5B as a result.