I never wanted to be a businessman. All I wanted was to do my craft … and climb mountains.
Yvon Chouinard, Founder of Patagonia

Origin stories are vitally important for your business. They are vital for the way that your customers perceive and engage with you and they are vital for your employees. But the reason they are important is because they provide us all with a narrative that speaks to our sense of purpose.

Often when we think of purpose, we think of our “mission” statements – or our “vision”. But purpose goes beyond these often banal statements. Purpose speaks to our hearts not to our heads. If it is not a driving energy, then it’s only words on a page.

The challenge is that our “purpose” is hard to define.

And in many ways, this is why it is so important. It is what marks us out as unique or worthy of attention. It’s both an energy that propels us and a sense of gravity that attracts others.

Watching this video was an interesting experience. It’s not really a documentary about the clothing brand, Patagonia. It’s the story of the business’ owners and customers. It is brand storytelling at its finest. As Mitch Joel explains, this is how your brand should tell a beautiful story. And one of the things the video does well is that it shares Patagonia’s purpose. In doing so, it not only attracts an audience, it brings them into the experience of the story.

And while not all of us have the kind of budget that allows us to produce a 30 minute case study of this quality, every single business has an origin story. And telling that story can transform your business and the relationships you create around it. So I wonder, how are you telling your origin story today?