“…the primary goal has to be focused totally on the audience, and the business goal needs to be secondary. Or, maybe better said, you can’t reach the business goal without first serving the needs of the audience.”
Kirk Cheyfitz, CEO of Story Worldwide, says that “like a decent human being, brands need to be about more than themselves.” In other words, think of your business like you would a person. Is your business a good person? Does it help people, or only take advantage of them? Only when you serve others can your business goals be realized.