How To Grow Your Business "On Purpose"

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WaterRemarks -- September 2026

News and views from customer experience advisory firm Watermark Consulting

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A Message From Watermark Founder Jon Picoult

Are you growing your business on purpose?

Purpose-driven businesses have a clear sense of why they do what they do (beyond just making money). They tend to outperform their peers, because customers are drawn to work with brands that stand for something.

Earlier this year, I led a workshop on this topic for the Design Leadership Network (a community of top architects and interior designers), and later wrote an article for their quarterly magazine sharing some tips from the session.

That's this month's top story -- a guide for pinpointing your business' purpose to help facilitate growth and differentiation.

Best regards,

Jon Picoult

Founder, Watermark Consulting

Author, From Impressed To Obsessed

How To Grow Your Business "On Purpose"

Patagonia. LEGO. USAA. What do these beloved brands have in common? They are all purpose-driven businesses, guided by a goal that transcends profits and helps engage customers and employees alike. In this article for the Design Leadership Network's Quarterly Magazine, Watermark founder Jon Picoult offers tips for pinpointing your organization's true purpose. [4 minute read]

ICYMI: The Harsh Truth About "Customer Service Week"

In just a few days, the annual celebration of "Customer Service Week" will begin (this year, being held October 5-9). But here's the fundamental problem with Customer Service Week: Companies that celebrate customer-centricity one week a year aren’t customer-centric at all. You can change that, though. Here are five ways leaders can demonstrate a more genuine commitment to service excellence. [5 minute read]

A "Blockbuster" Lesson On Why Every Company Should Care About Customer Experience

Sometimes, companies think their sheer market power absolves them of the need to deliver a good customer experience. That's bound to be a losing strategy, as Jon Picoult explains in this clip from his interview on the "Press 1 For Nick" podcast. (Full episode available here.) [2 minute video]

Watch The Clip

Missed The Last Edition Of WaterRemarks?

Did you miss out on our last edition of WaterRemarks? No worries, here's a link to access the newsletter and its lead story: "The Customer Is (Not) Always Right -- And Other Myths."

THE LAST WORD

"Price is important, but experience has also become much more important than it used to be."

-- Tiffanie Boyd, McDonald’s global chief people officer, explaining the fast-food giant's recently announced hospitality push, which will include retraining of more than two million global workers.

Source: The Wall Street Journal (Sep 10, 2026)

Watermark helps companies impress customers, inspire employees and improve brand loyalty. Contact us to learn more.

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