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Simon Stanley-Harris and Tama Toki founded the Aotea brand to share Maori native plant-based remedies.
OPINION: In my previous article, I discussed how you can position your brand as an authority with the right content. In this article, I look at how your purpose, your cause, your ‘why’ drives what you publish.
I see purpose as the big idea that gives meaning and energy to your work. Something you fulfil or enable for a defined audience that both drives and creates meaning for you and advances their lives.
By leading with purpose – expressed on your website, in social media and at sales meetings – you will attract clients with the same goals and values and win more of the work you love.

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