Brand as purpose
My most favourite story of all time
8 October, 2015A father found his son by the sea, where the tide had washed ashore hundreds of starfish. They would soon die of exposure.
His son was tossing the starfish, one at a time, back into the ocean.
“Why do you bother?” the father asked his son, overwhelmed by the sheer number of starfish dying. “It won’t make any difference.”
His son stopped for a moment, looked at the starfish in his hand, and replied, “It will to this one.”