"Purpose" is on everyone's lips. But how does a company define its own purpose and why is it so important? Numerous studies show: It is particularly important for customers of generations Y and Z to feel connected to a brand and to share its values. Your own purpose therefore not only offers opportunities for the further development of internal structures, but also for marketing strategies in tune with the times. Clear positioning and the courage to make honest statements are rewarded - but only those who really know themselves and their own brand essence will win here. A keynote speech designed to encourage and highlight opportunities.