Introducing The Built On Purpose Newsletter

In matters of style, swim with the current; in matters of principle, stand like a rock. - Thomas Jefferson

The Built On Purpose Newsletter introduces you to a great company driven by purpose every other week. 


Every issue explores what these world-changing companies stand for: from their big, hairy, and audacious purpose to the bedrock tent poles of their culture.

I hope the companies from these newsletter will inspire and push you to make a difference as they have for me.

The inaugural issue begins with the most well-known purpose-driven company Southwest Airlines, which you can preview here. Future issues include Airbnb, Warby Parker, Apple, Luke's Lobster, and more.

The newsletter launches September 17. Make sure you sign up before then to get the first email in your inbox.

Sign up with the form to the right.

Learn More About Purpose.

Creating change isn't easy. The path forward is full of uncertainty, tough decisions to make, setbacks and challenges, but we have a unlimited, scalable, and powerful resource: purpose.

 A clear purpose inspires the crew. It serves as a North Star to guide us. It anchors us so we can persevere through the storms. 



Curated list of books about purpose and great companies.


Insights about purpose from universities, companies, and think tanks.



Case studies and collection of purpose statements of companies inspired by purpose. 


My notes and ideas about building  great companies through the lens of purpose.


Why Purpose Matters: What Mark Zuckerberg, Philip Kotler, and Justin Bieber Teach Us About Purpose in Business

Over at Medium I go over what purpose is and why is it important and relevant in business today with examples from Mark Zuckerberg, Philip Kotler, and Justin Bieber. There's also a bonus case study of Starbucks showing you what a successful purpose-driven strategy looks like. 



Justin Lee

This website is made by Justin Lee, a brand purpose consultant, workshop designer, and presentation producer.

Justin has been helping brands, companies, and teams clarify their purpose and develop purpose-driven strategies for the past decade.

He has worked at PricewaterhouseCoopers developing marketing strategies for companies around the world and in industries including automobile, aviation, consumer goods, startups, and digital contents. Previously he worked as a baker in Paris and Tokyo. He collects recipe books and currently lives in Tokyo and Los Angeles.