60. Disney’s Proudly Unoriginal Positioning Strategy: Choose a Common Purpose (Clarity Before Creativity Series)

If you’ve been stuck trying to sound “unique” enough in your messaging, this episode is your permission slip to stop.

Because even Disney—one of the most iconic brands on the planet—doesn’t win by obsessing over originality. They win by aligning everything they do around one simple idea: a common purpose. A short, clear reason your business exists that becomes an internal filter for your messaging, your decisions, and your client experience.

In this first episode of the "Clarity Before Creativity" series, I’ll introduce Disney’s “common purpose” concept (straight from the Disney Institute), why it’s a secret weapon for service-based businesses, and how to create your own in 10 words or less—so you can build momentum without rewriting your website 47 times.

🎯 YOU’LL DISCOVER

1. Why “trying to be original” keeps smart experts spinning instead of taking action
2. Disney’s common purpose—and how it quietly powers their consistency and customer / client experience
3. How a 3–10 word purpose becomes your North Star for messaging, offers, and decisions
4. Why your positioning doesn’t need to be unique—it only needs to be true (and delivered consistently)
5. A real retreat example of what a common purpose can sound like in the real world

🙌 PUT THIS INTO ACTION

Before the end of today, write 3 draft versions of your common purpose (10 words or less).

Try these prompts:

1. I create ___
2. I help people ___
3. I make ___ possible

Keep it simple. Don’t overthink it. Make it true.

Want help defining your common purpose and turning it into messaging that attracts dream clients?

👉 Book a free 20-minute consult at greateststorycreative.com/consult and we’ll map your clearest next step together.

🎧 DIVE INTO THESE RELATED EPISODES

More from the Clarity Before Creativity series:

1. Arriving next week (Feb. 24): The Blue Ocean Mistake 🌊 (the trap that keeps experts chasing original instead of building momentum)

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