Thomas Kolster - The Hero Trap: Why purpose is done and what's coming next
Inside Influence
English - December 15, 2021 19:00 - 1 hour - 116 MBManagement Business Marketing business entrepreneur leadership marketing negotiation sales Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
How do you feel about the word purpose?
Does it light you up, make you feel aligned and on fire to make a difference?
Or does it leave you feeling a little disconnected and wanting to change the subject?
For me, I’ve always been in the latter camp.
I’ve always understood the need for clarifying purpose in a directional sense. Who are we as an individual or collective, where we’re going and how we get there in a way that aligns.
After that point, to be honest, my skin starts to crawl a little.
That’s usually the point where it starts getting into grand statements. Big decisive yet also vague commitments about ‘helping people’ or ‘making the world a better place’. Bizarre pictures of happy people and animals holding hands. You get the picture.
Which is weird, because I’ve spent my whole career building ideas, influencers, movements and brands to drive a specific conversation. A specific purpose.
So I’ve never been able to figure out why I found the whole topic so uncomfortable.
That is until I came across my guest today.
Thomas Kolster is an adviser to Fortune 500 companies, author of two best selling books, TED speaker and frequenter of more media appearances than I can list. His first book ‘Goodvertising - Creating advertising that cares’ created a movement that looked at how purpose can be used to unlock the world-bettering power of brands.
However it’s his second and most recent book that caught my attention.
It’s called ‘The Hero Trap – how to win in a post-purpose market by putting people first’.
In this book he literally takes a hatchet to his earlier beliefs. Now, other than just being a big fan of anyone that can publicly, unapologetically and enthusiastically change their mind. It was one of the very first lines that had me hooked.
“Screw your purpose, who can you help me become?”
It’s that last question ‘Who can you help me become?’ That’s the backbone of our entire conversation today.
Instagam- @thomas_kolster
Facebook- @mrthomaskolster
Twitter- @thomaskolster
Linked In- https://www.linkedin.com/in/thomaskolster/
You’ll Learn
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