Getting your customer to choose your organization isn’t about describing “what we do.” It’s about knowing “why we mater.” Purpose-driven organizations rely on static and outdated strategy models that don’t recognize the fast pace of encroaching market influences and disrupting customer preferences. And they don’t engage savvy customers who are often better informed about the competition. The only way to get in front of a customer’s zeal for making faster and better choices is by adopting their mindset.