How to use Movement Thinking to become a purpose-driven company

This episode is with Scott Goodson – CEO & Founder at Strawberry Frog and co-author of the book Activate Brand Purpose – How to Harness the Power of Movements to Transform Your Company. In this episode we talk about how to use Movement Thinking to become a purpose-driven company.


You’re listening to The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits – a digital growth consultancy that helps global and national businesses attract, acquire, and retain customers through digital marketing.

Hosted by Alex Cleanthous.


  • 00:00:05 Scott Goodson’s introduction to the Growth Manifesto Podcast
  • 00:00:43 What do you mean by movement thinking?
  • 00:02:00 What is the perfect example of a purpose-driven company?
  • 00:03:40 How did you choose in terms of brand purpose?
  • 00:07:09 How do you connect the brand to a purpose?
  • 00:12:40 Who in the company is vital to figuring out its brand purpose?
  • 00:13:47 Is a token digital or physical?
  • 00:17:30 What does activation really mean?
  • 00:19:28 What are the steps involved to roll out effectively?
  • 00:40:00 Is it correct that it doesn’t have to be (but can be) how you change the kind of message you deliver to the marketplace?
  • 00:42:30 Is it correct that you don’t have to spend large amount to create a brand purpose?
  • 00:45:20 For companies, is there a certain size that they should be before doing this?
  • 00:50:05 What kind of organisations does StrawberryFrog help? And how do they get in touch with you?

Adrian Clark

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