Xavier Augustin

14/20

Earlier in the month, The Mint carried an insightful article in which Anand Mahindra had said that "the day of the purpose-driven business has arrived.” I shared the article with our client Xavier Augustin, Founder and CEO of Y-Axis, because he is the one person who I know who cares most passionately about embedding purpose in his core business strategy. He has built Y-Axis to be one of the largest immigration companies in the world through a single minded dedication to purpose.

Through the course of our work together (not yet fully rolled out!), Xavier pushed us at every point to reflect the purpose of his company in his brand from the brand strategy to the brand identity to every touchpoint. We had lots of debates on how purpose can come across as very shallow and what is required for businesses to be authentic and genuine about purpose. My interactions and learnings from Xavier have made me excited to take this message to others who want to create more meaningful brands to win the hearts and minds of consumers today. Without purpose your brand is a rudderless ship, but with, an entire armada!

What’s your view on purpose? Who do you think does it really well?

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