I’m just bookmarking this for next time I’m involved in a website redesign. Purpose, positioning, proposition. Right, got it.


Ultimately, in order to draw customers into the fold for the long-haul, you will need to offer your customers meaningful answers to the following three questions:
  1. Why are we here? [PURPOSE]

  2. How are we different? [POSITIONING]

  3. Why should you care? [PROPOSITION]

If you can do this with authenticity and relevance, then you may just be onto something powerful – even kraken-like – for your brand.

Source: Releasing the purpose kraken | ABA