When it comes to choosing a worthy company purpose, look to inject a “rally cry within your why” so internal Believers stick around and external Believers join your cause. This rallying cry must be truthful, purposeful, emotional, and differential. Many worthy purposes shine light on an enemy and work hard to bring that chosen evil down. It’s critical that brands choose a wide enough purpose that allows them to stretch their offerings as they evolve into the future. We call this Purpose Elasticity.