Issue 02 — Purpose you can put a price on · Jun 10, 2026

Here's a quick test for any mission statement: can it change a price? If your purpose can't make you charge more, include what others cut, or decline a client who'd pay, it isn't a strategy yet. It's a poster.

Purpose Check

"I was not made to blend in. I was made to make a difference only I can make."

The copy competes on price because it has nothing else. The original prices for the one thing only it believes. Find that belief. Then find the line item where it costs you money to keep, and protect it.

The line worth stealing: "Because of this, we charge what we charge, and we don't apologize for it."