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Where Do We Fit In?

Steve Jobs once said: "Our customers want to know who we are and what we stand for. Where do we fit in this world? Company managers should ask themselves how their company can make a dent in the universe."
Companies need to find ways to allow their purpose to express itself in a way that it's gonna resonate with its core group.
There should be a bigger part that the brand is involved with. Then the brand got a bigger agenda, which the core group also gonna resonates with.

To achieve this, companies often honor certain groups and make their audience feel like they want to become part of that group.

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