Brand purpose for startups

Contrary to what a lot of startups are led to believe, it seems customers are more inclined to buy WHAT you do, not WHY you do it.

At least, that’s what Warby Parker discovered.

Even though for every pair of glasses it sells, the company gives a pair away for free to someone in need…

(Over 8 million to date!)

Brand purpose doesn’t really factor into the decision to buy:

“While customers certainly love the fact that we give back, at the end of the day, it’s not a critical factor in deciding whether to buy a pair of glasses.”

So, what do Warby Parker customers really care about?

This:

Getting a good product, at a good price, with good service.

Who would have thought it, eh? πŸ™„

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