Thomas Kolster: The Hero Trap - How To Win In A Post Purpose Market By Putting People (Not Brands) In Charge

Welcome to another episode of the DNA Of Purpose Podcast, and the last episode for 2021. A year that has been defined by a way of thinking that we at Future Crunch call the Adaptability Quotient. With that in mind, I want to share a few words that sum a year of Adaptability for Future Crunch.This has been a year where life has happened, in all its ups and downs, and through it all, every single one of us, did what we do best. We adapted, gained survival skills, expanded our horizons, and harnessed the strength to overcome one of the greatest challenges of our time. We grew in our pursuit to live a purposeful life lined with meaning.We acknowledged that with the full force of the outside world, just how lucky we are to be here, and to have the chance to experience life, in all of its nuances, all of its unfairness, all of its beauty.We accepted that none of us know what's coming next, and yet we had the ability to face it. To transform it into something that’s of benefit for people, and our planet. That it was an opportunity to grow ourselves, our business... and perhaps even learn to love both the science and magic of change.As we move forward we have so many reasons to be excited - it doesn’t matter where you start - embracing the amateur mindset, realising our opinion has room to evolve, or just remembering - that we are remarkable, and we are built for this. This is in our DNA. We are never too old, and we are never too young, to set out on an adventure, to try one new thing.Overall in 2022, We have it in us, to be stronger, smarter and kinder. So Let’s do it better this time around. Let's keep stepping into our purpose acknowledging that if we are ever lost in this complex and crazy, just remember this one thing: collaboration always trumps genius!I know that for me this podcast would not be possible without the power of collaboration, and today's guest is another partner in purpose, I am proud to introduce.His name is Thomas Kolster and he is a marketing activist on a mission to make business put people and the planet first. Thomas is the founder and director of The Goodvertising Agency, and one of the pioneers in shaping brands for good. He’s an internationally recognised keynote speaker who’s appeared in more than 70 countries at events like TEDx, SXSW, D&AD & Sustainable Brands; and is a columnist for the Guardian, Adweek, The Drum and several other publications, as well as regularly judging at international award shows such as Cannes Lions and D&AD.Today we will be talking about Thomas’s latest book which is called The Hero Trap. In the book, Thomas takes a hatchet to his earlier beliefs and warns brands about purpose: The essence of the book's message is that purpose is not a promotional stunt and the brand is never the hero. Purpose is all about the people, and the people are the DNA Of Purpose. This is why we need to put the people first, and make them the hero. From there a brand can build purpose. His belief is that a large majority of brands get stuck in what he calls the hero trap.Thomas believes that brands need to focus on the promise of transformation. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your brand, changing behaviours at scale and unlocking sustainable growth that benefits all. Thomas heralds the beginning of a new post-purpose era, where brands will be seen as villains if they don’t put people’s dreams, aspirations and creativity first.Before signing off, we will be on air on Wednesday the 13th of January, by which time I will be a married lady and coming back to the podcast Mrs Rebecca Maklad. New year, a new era and a year that I hope is the best one yet. I wish all of you a merry Christmas and a wonderful holiday season full of love, light and happiness. Love from me and the team at Future Crunch.Welcome to the last episode of the DNA Of Purpose Podcast for 2021!

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