Former chief marketing officer of Airbnb and now co-founder/CEO of TwentyFirstCenturyBrand, Jonathan Mildenhall said his purpose is the combination of humanity and creativity.
Every day, Mildenhall asks himself, “Have I been the best human being I can possibly be this week?”
“If I haven’t, I stop, reflect, and look at patterns that prevented it.” By plotting what gives—and what drains—your energy, you gain insight into your purpose, he said.
His five mandates on the power of purpose:
The responsibility to articulate your purpose is greater because the younger talent force values purpose, he said.
Mildenhall previously worked for Coca-Cola, a superbrand that Airbnb aspires to be like.
In the 1980s, the declarative “Coke is it!” solidified the brand as “the antidote to modern-day woes,” he said.
Airbnb wants to be the brand that defines this generation, reinforcing the idea that the entire world can “belong anywhere.”
The superbrand formula: