The Fundamental Group

The E Word – The Fundamental Group

Emotion. The E Word.

B2B companies have a history of denial when it comes to accepting how crucial it is to their business’ success. But when they do that,

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the purpose of purpose – The Fundamental Group

The Purpose of Purpose

Since the days of Simon Sinek’s iconic TED Talk, purpose has become a staple of business literature and social media for marketers. Back then, the

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Inspire – The Fundamental Group

Inspire Your Organization with a Brand Principle Statement

In my last post I talked about why Mission Statements are diminishing in value, and offered an alternative – something we call the Brand Principle Statement (BPS).  The BPS crystallizes the reason for your organization’s existence into a simple statement that everyone can understand, and can serve as inspiration for your employees and customers.

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