Disney’s Proudly Unoriginal Positioning Strategy: The Common Purpose (Clarity Before Creativity Series)
Establish Yourself® Podcast | Episode 60
What if the secret to a standout brand… is stopping your hunt for the most original words?
If you’ve ever rewritten your homepage 47 times (or stared at a tagline like it’s a creative writing contest), you’re not alone. So many experienced coaches and consultants get stuck trying to say what they do in a way no one has ever said before, because it feels like originality is the only path to standing out.
But here’s the truth: even Disney doesn’t worry about being original.
In fact, one of Disney’s biggest “behind the scenes” superpowers is surprisingly simple: they internally align everything around a common purpose—a short, emotional reason the business exists that becomes a filter for decisions, messaging, and client experience.
And in this episode (the first in my Clarity Before Creativity series), I’m walking you through how to use that same approach in your business—so you can get clear, take action, and build momentum without constantly reinventing yourself.
The Disney Brand Strategy That Makes Messaging Easier
Disney’s common purpose can be summed up in a simple promise: We create happiness.
Is that phrase unique to Disney? Of course not - dozens, hundreds, if not thousands of brands could and do claim they create happiness.
But Disney doesn’t win by owning and claiming a “blue ocean” mission. They win by using that purpose as a North Star—a guiding internal filter for what they create, how they serve, and how they deliver a consistent experience people trust.
That’s the opportunity for you, too.
When you define your common purpose in 10 words or less, you can finally stop overthinking your message and start building a business that feels aligned and repeatable.
Here’s what a clear common purpose can do for you:
Clarify your positioning without trying to sound clever
Simplify your marketing decisions (so you’re not second-guessing every post)
Create consistency in your client experience (the kind that builds trust fast)
Reduce the pressure to be “unique” and replace it with confidence to be true
Ready to Explore Picking Your Common Purpose?
If you’re ready to stop overthinking your words, and embrace a common purpose that inspires the work you do…
🎧 Listen now to bring some of Disney’s magic into your practice👇
Put this into action👇
Want help defining your common purpose and turning it into messaging that attracts dream clients? 👉 Book a free consultation with me here, and we’ll map your clearest next step together
Listen to more from the Clarity Before Creativity Series
