Point of purpose

Out now: Point of purpose, the essential book for modern leaders and global brand strategists


Purpose is at the core of successful brands

Inspired by a relentless pursuit of knowledge, Mission co-founder Bård Annweiler shares the true potential of purpose in his new book Point of purpose

The essential book for modern leaders and global brand strategists, Point of purpose introduces purpose as the fundamental reason why today’s companies and brands are successful in business. 


A global audience and international recognition

FUSE Conference, New York 2018

At the FUSE conference in New York in April 2018, Bård Annweiler introduced his planned book Point of purpose to an audience of brand disrupters from Nike, Microsoft, and Google to name just a few. The book’s message resonated with an audience deeply passionate about how companies are changing in response to the ways consumers experience and interact with the brand.

FUSE Conference, Chicago 2019

Last April, Annweiler was at FUSE in Chicago where he shared the news of his book, now hot off the press. Some changes from the 2018 prelaunch edition were a result of feedback from the FUSE community. Naturally, it was wonderful to see that the book was so well received by such a prominent audience, including by Tom Peters and Julie Anixter.

Creating profit just to profit more is a dangerous cycle.

Why you should buy this book

  1. Understand how to align the culture and the brand in a better way, and how to create lasting impact.

  2. Learn the importance of why every employee should be able to speak the brand.

  3. Find out how to bring life and authenticity to your brand, and how to increase customer value.

  4. Discover what investors are interested in, and why they focus on long-term value creation—not short-term profit.

  5. This book explains what purpose is, why it’s so important in business, and how you can achieve it yourself.


The measure of great leadership is impact

Nordic Business Forum, Oslo 2019

When Simon Sinek comes to Norway and Nordic Business Forum to talk about purpose and strategy, we take it as a sign that the message of purpose is starting to resonate in Norway and in the rest of the Nordics. Not only did Mr Sinek get his own copy, as did also Professor of University of California, Berkeley, Morten T. Hansen and many, many others. It is always valuable to get feedback from an audience of business leaders, renowned experts and preeminent thinkers.

FutureBoards Summit, Oslo 2018

At FutureBoards in Oslo in June 2018, Bård Annweiler introduced his then forthcoming book Point of purpose to the audience of international CEOs, board chairs, politicians, regulators, and academics. Attendees warmly welcomed the book’s message: that purpose acts as a true north and offers invaluable and dependable guidance, helping to ensure long-term value creation.

Modern leaders know this to be true. Now, it’s up to you

It’s harder to be better. But the impact of better is far more valuable than the impact of more.
Bård Annweiler’s book Point of purpose now available at Amazon

Bård Annweiler’s book Point of purpose now available at Amazon

About the author

Bård Annweiler is one of the two co-founders of the award-winning Norwegian design agency Mission, which opened in 2001.

Annweiler has more than 20 years of experience leading branding projects from strategy to implementation across sectors including lifestyle, technology, and professional services.

Drawing on his experience with clients, agencies, and several active board positions, he helps leading businesses reimagine how they interact with their customers and employees. Annweiler helps organizations articulate and deliver clear, credible brand strategies based on meaningful purpose.

People connect to brands that contribute something meaningful to the world.

Get your copy today!

Now available on Amazon.com and all Norwegian bookstores


About Mission

Mission is a team of strategists, designers, thinkers and doers with a passion for solving our clients' problems.

For more than 15 years, we have been working with brand development to build successful brands for companies, throughout Norway and Scandinavia. We believe all businesses must have a clear purpose. Without a clear and meaningful purpose, you are not able to engage employees or customers.

We design successful brands by gathering investors, employees, and customers around a meaningful purpose.


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