Using Purpose to Build Your Brand – Alexandria Agresta

Alexandria rec



“When customers have meaning in their purchases, they are empowered to be a part of a movement that is bigger than themselves. "



  • What are the goals for life, for business? How to make the right decision? Listen to Alexandria's inspiring story [11:47]
  • We all ask ourselves do I work out what my purpose is?  [17:35]
  • Is it really important to get your purpose sorted out before or before you hire any more people [25:23]
  • If you could do just one thing, it would really have a chance to change your entire life. What would that one thing be? [35:05]
Alexandria square


Salena: Hey there and welcome to this week's episode of the bringing business to retail podcast. I had a recent digital marketing conference, I know I've been harping on about it for quite some time. At that recent tropic and conversion conference, one of the repeating themes that came up was that, in order to grow, it is super important to automate your systems But once automation is paramount to business growth, I feel like some brands have forgotten that customers are real people. And in the ever-changing digital landscape, never has it been more important to build relationships, especially with your customers and just databases. So today I have on the show Alexandria from Purpose Pioneer and she is going to talk to us a little bit more about why you are doing what you are doing and how you can use that essence to grow your retail show. So welcome to the show Alexandria.

Alexandria: Thank you so much for having me on. I am excited to have some awesome purposeful conversation.

Salena: You must get asked these questions all the time. You are a purpose coach. Now did you make up that title?

Alexandria: I think I did.

Salena: And what makes you think that, that's my title, that's my thing?

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Alexandria: Ho man, this is my favourite question. So I was really, really fortunate enough to grow up with my dad. And he really always taught me this abundance mentality and doing things that are meaningful to you, and the world is your syster. So I think that was really rooted in me at a young age. But in college, I discovered my purpose and it really liberated me and allowed me to have clarity around my path and what I wanted to do. And the emotions and the experiences I was feeling when I uncovered my purpose, I was like man, I have to help other people do this. It is amazing. If I could bottle up this feeling and just like give it in a pill form to everyone, it was like the world would be amazing. So while I was in college is where I started my entrepreneurial path. And it was through my first company that I became very passionate about creating and thriving very purposeful communities. So that's really where it all started. And then the evolution of my journey landed on purpose pioneers and I'm just very, very dedicated and passionate about helping leaders uncover their why, their mission, their purpose and then aligning it with every aspect of their company. Because that not only creates meaning for the leader but it creates meaning for everybody that comes in contact with the company. So the impact is just through the roof.

So I'd say that's kind of where it all started, where I'm at.

Salena: Okay, I'm going to ask you to go a little bit deeper there.; You said you found your why in college. That is pretty young, most people get to early 30's 40's 50's, sometimes you are very late in life. So tell me what happened, what was the catalyst for you deciding this is the thing you have to do? Because I'm thinking back when I was in college, that was not on my mind. Just passing accounting was on my mind.

Alexandria: Hey, you know that's a really good question. So you know it really all stands from personal struggles. And I had moved to Orlando Florida from Cherry Hill New Jersey, a cute little town right outside of Philadelphia. And I just kind of felt like I was dumped to thousand miles away from home. I was away from my dad who raised me He's my best friend and I just felt this deep, deep sense of loneliness And I felt like I had no direction and that was a little strange to me because back home I felt like I had great direction. And I was surrounded by a lot of people that loved me and I loved them. SoI felt very outside of my comfort zone. And instead of running away and said you know what, I'm going back to my comfort zone. I decided to stick it out and say you know what, this is probably the best opportunity for me to understand what's going on in my life and see how I can climb to the top and rise to the occasion. So in that, those deep feelings I was feeling, loneliness and despair and what the hell am I going to do with my life I turn to communities. I turn to like-minded individuals, people that I could get that same encouragement and support from that I did from my dad and my family back home. And it was in those various events and workshops, wherever I was with those communities that felt this belonging. I felt like my voice was heard, I felt like if I said something I would be valued. I felt significant. I felt like if I missed a meeting they were going to miss me. And that was when I just harped on this fact of man, what does it mean to be a part of an awesome community where people feel a sense of belonging. And that is where my obsession was built and grow and grow and grow. And I said this is of the core of humanity. We want to be heard and we want to be loved And how can I do this? That's where it all started.

Salena: So tell me I' curious now. What were you actually studying at college?

Alexandria: Hospitality.

Salena: Not some airy, fairy, you know kind of, I can't even think of anything.

Alexandria: Nothing, I mean I study hospitality. I definitely built up my leadership skills and people skills. I don't know, everyone says like man, do you major in psychology?

Salena: Philosophy

Alexandria: Philosophy or like something really super, super deep. And I was like no. I didn't, I don't know where it came from. I really think it came from the environment I was raised in. We always have these really great conversations about life and I took that into my adulthood. And I always ask the question why. That's my thing, I love asking why. So I think I adopted that in my college career and just always saying why am I doing this? What's going on? Why, why, why, why? And it led me to a very fulfilling life.

Salena: So tell me, what was your first job out of college?

Alexandria: My first job out of college. Well I didn't go down any particular path. I was a waiter at a cocktail waitress server and a cocktail which throughout college. And then while in college I started my very first company. So I was already kind of being my own boss, seeing what it felt like to run something that was my own. So when I graduated I said I'm going to stop serving within six months of today of my graduation. And I did like four months later. I hung up my all my serving gear and I said I'm done doing this. This was great but it's time for me to bring value to the market and to the world. And that was the day that I said I am being an entrepreneur 100%. And here I am.

Salena: And what was that? Was that purpose pioneer was that the first iteration of what you do now?

Alexandria: I'd say so the first lays of the first company was my loop. It was like the community engagement company. So I was still working on that out of college. And then about six months out of college is when I started purpose pioneers, and I've been doing that full time since we started that with my co-founder.

Salena: So how do you sell this to people ? Because it's very airy fairy and I'm thinking there's a lot of not just small business owners, but there's certainly a lot of  business owners who would just be whatever lady.  You can take airy fairy stuff and you don't go and run around in the moonlight with it.

Alexandria: Yeah you're so right. I mean purpose is its pie in the sky. It's super subjective. It's kind of fluffy. But here's the thing, when a company puts purpose first literally everything gets better. I mean I was just putting together a research and data sheet. I just got lost in like a data hole of you know what happens when companies put their purpose first and it makes their employees never want to leave. They're more productive they're loyal. It makes consumers not want to stop buying. And all of that actually increases the bottom line.

So there's just so many benefits and it just creates a much more loyal and trusting culture which I think is really what the economy in the marketplace is moving towards. But to answer your question more specifically, I think we do a really good job of introducing this topic with the business hat on. So we don't get up and you know at our workshops and go on this fluffy pie in the sky rant. We say hey, we get we beat the objection right up front we're like hey, we already know what you're thinking but we're really grateful that you got your butt in the room and let's explain what purposes and let's make it very very tangible. So we bring it right back down to earth. We explain exactly what it is and then we always tie business benefits and always have that business lends on to show them that putting purpose first really does work we promise. And here's the proof.

Salena: Okay the people listening are saying can you explain it to me? There are business owners too and they're thinking I still don't get it. So can you just give them that little feel that you would give which is, what is purpose and how can it benefit a business?

Alexandria: Love it so purpose our definition is the why behind every decision made.

It's the drive that gets you out of bed and put your clothes on every morning and it's serving a mission that's greater than yourself. So that's the definition. And then it's tied to three pieces of purpose which actually comes from a book called The Purpose economy. For anyone listening I highly recommend it. This gentleman has been studying purpose in the workplace for a good two decades so purpose is three things. It's personal. How can I activate self growth and how can I create meaningful change in my life? Second, social how can I build community and meaningful relationships around common interests and common purpose. And then third it's societal. How can I contribute to the well-being of others. So we essentially find purpose when we're growing when we have awesome relationships and when we're contributing to the well-being of our community or the world in some way. So when a company fosters these three pieces of purpose like I said I mean the benefits are just really through the roof. Employees they have such an emotional connection to their work into their job that they're incredibly productive. I mean there's a stat that I was just looking at there was 125 per cent increase in productivity in employees felt inspired.

I mean that in itself there's there's upwards of like 300 billion dollars in lost productivity a year in the economy So that in itself. if purpose could just help with productivity. I mean all companies across the spectrum would you know increase tremendously.  Millennials, they're taking about 50 per cent of the workforce right now. They want to stay and they're loyal. They work with their blood spread sweat and tears. They become advocates of your company and then consumers. I mean there's tons of reports that consumers they want to buy from a company that has some sort of social purpose or higher purpose and they would actually go out of their way to ditch a company that doesn't. And then you know buy from a company that does. So that's employees and consumers and then overall it increases the bottom line. There was a really awesome study that reported there was a six time higher return to shareholders of proper of purpose Schurman companies than explicitly profit driven companies. So there is tons of research. I'm like a book right now because I was just doing so much research.

But if anyone wants to hear more about all that please please contact me.  I can talk about days for how Purpose Driven to business totally works in the workplace.

Salena: Ok so the people listening they are probably thinking like your business is, okay, so maybe you're on to something here. How the heck do I work out what my purpose is?  And let's just give an example Say you sell, we had someone on the show once who sold popcorn. So say you sell popcorn how the heck do you work out what your purpose is if you just sell popcorn?

Alexandria: So here's the thing. They're not just selling popcorn.  And here's what I mean by that. So in my opening line for when I pitch purpose pioneers I say people don't buy products they buy feelings.  When people are purchasing something they want an emotional connection. They want an experience and they want to be buying something that's bigger than themselves. So if there's a popcorn company and they're saying hey we buy popcorn there's a ton of other companies that sell popcorn. So why would I buy from you?  If the company, they need to identify what why they're really producing popcorn is it to further some sort of higher vision that they have. Do they want to serve some sort of social issue? Do they just want to create a meaningful workplace? They have to identify that and they need to sell that. So I'm going to give you a really really great example of Ben and Jerry's ice cream. You know what they say they don't say that they're selling. They don't say that they're an ice cream company. They're very active around social issues. They say we're a social justice company that just happens to sell ice cream. Apple, another great example they said we're a think differently company that just happens to make great computers. So when a company identifies with that greater deeper purposes they must sell that and then their actual physical product is simply a vehicle for them to further that purpose. And I guarantee you that popcorn company will surpass any other popcorn company if they transform that popcorn into a movement.

Salena: How do you delve into it? I'm sure people are thinking I can hear where you're coming from and I am 100% agree with you. I've got my logical hat on and people are saying Yep okay. Sounds good. I just I just sold dresses like I did. I like my customers and I want them to feel good but I don't know. What strategies do you use when you're working with a client to delve deep into make them pull those emotions and those heartstrings open and actually get across why they're doing what they do?

Alexandria: So it's through a long series and a lot of deep questions. We are I would say we're professional question askers. And I think in helping someone you know the clients that we've had uncovered their purpose. One. it takes a lot of legwork to create that place of trust. So before even get into talking about purpose we lay the groundwork for authentic communication. And this ties perfectly into relationships so we were heavily involved with an organizational psychology group which taught us how to be incredibly self-aware around our defenses and what triggers us. Because when you know I can harness that and instead of reacting I can respond that creates incredible space for a trusting conversation. So we teach leadership teams and you know companies how to embrace that way of communicating because that's really the first step not only a business or purpose but just in life. So we teach them how to really use vulnerability and empathy as tools instead of saying oh I'll leave that mushy gushy stuff with the door we say hey bring it in. Let's talk about it in an open and effective way and then move forward. So the first piece is really not only are we helping companies systematize purpose but it's really systematizing vulnerability and empathy and ownership and you know quote unquote the soft tools that they call are.

And I know the soft skills those are really I mean those are the critical skills that the companies really really need to start adopting to create that trusting open environment where people feel safe to talk about things outside of work. Because I feel like when we can do that we can talk about things outside of work it actually makes work much more meaningful and fun. Because people feel like me and my voice is heard and I don't have to put on this front when I'm at work. So that's really the first step. And then next week we created our own framework to help guide and facilitate people to understanding you know what their deep rooted wire is. So it's it's really, it's it's having that framework a methodology and a series of highly highly intentional meaningful questions that we kind of evoke it out of people and then we kind of wordsmith their thoughts and help them create some really really powerful statements around their why.

Salena: So what are some the questions you might ask then?

Alexandria: So a lot of so always what I get a lot is, What is your why what's your purpose?. I want to help people. That's always kind of the go to. And I think it's awesome because humans we have that altruistic sense to us so I think we always for the most part we always want to be helping people in some way shape or form or at least helping ourselves in a positive way. So if someone says I want to help out, to help people I go OK. So what happens when you help someone?  And then they kind of start going down the rabbit hole miss a wall. It's really great because I get to help them do this. So what happens when they achieve that thing that you help them do. It's kind of like a what happens if scenario of questions. And as I'm going through I go you know what happens if that happens. Why is that important to you. How does that make you feel. And then sometimes a couple of whys in there, and it just helps people get deeper and deeper and deeper and peel off the layers.

Ok. So these are just some.

Salena: So can we have a bit of an example, it's much easier with an example. So Let's say I have a fashion boutique and I sell clothes. So you said to me, why do I sell clothes? And my answer is, well I want people to look nice when they walk out of the store.

Alexandria: So what do you think happens when someone puts on clothes and they look nice?

Salena: They'll feel more confident.

Alexandria: So what happens when there's a world full of people feeling confident.

Salena: I think lots of things would get done.

Alexandria: What kind of things?

Salena: I think a lot of the things that would stop; a lot of fear that people have because they don't feel confident stops them from achieving greatness or just putting themselves outside of their comfort zone.

Alexandria: So what kind of world would it be if we didn't have here. And people are putting themselves outside of their comfort zone?

Salena: We would probably progress a lot faster.

Alexandria: And why is that important. Progressing faster.

Is it important. Oh this is the day isn't it. This is why I want to do a little eventful.. Because everybody's answer is going to be different. What they think is important is going to be really different and maybe if we progress faster we could find a cure for cancer.

Ok so that's another incredible rabbit hole that we go down. So why; then I would ask why is why it's curing cancer important?

Salena: Because people deserve to spend as long as I possibly can with their loved ones and to achieve the things that they want to achieve in life. I think that's important because people want to spend as long as they possibly can with their family and their loved ones and to achieve what they've been set on this earth to achieve.

Alexandria:  And that right there is an incredibly deep thought that we would expand upon.

Salena: Wow, who thought selling dresses was so important.

Alexandria: Exactly. And everything that; all the series of questions that you answered we get to the fact that you're not selling dresses you're selling a feeling or maybe you're selling what you were talking about around that everyone deserves to spend the time with their family and and really serve what their purpose is. So you're not selling dresses you're selling a feeling and you're selling confidence, you're selling the ability to achieve your dreams. And oh by the way we sell really beautiful dresses. Do you want to buy one?

It's it's a total mindset shift. It's fighting the urge to think with a logical rational mind and really utilizing the part of our brain that expresses emotion and learning and harnessing that to build relationships and build a very very powerful brand that will win every single time.

Salena: So how do you translate that to not sound like just another company who spouts off with some social calls like how do you; let's take that example. What would you say becomes the purpose. How do I take that and mild it into something that I can use to make other people's lives better but also to increase my sales and my brand exposure?

Alexandria: So so for the dress company if maybe the purpose was, let's, I'm just going to give a hypothetical example. Maybe maybe this dress company is like you know what I want to maybe some somewhere like Africa where there's not a lot of education there. You know what I really want to build up, you know, some sort of educational platform for girls who don't feel confident in their knowledge. So maybe if that was the greater purpose it would be they would be selling confidence in not only the way that they look but the way that their mind feels. So they're selling the mind body confidence and they just once again they just happen to sell dresses. So it all comes down to telling that story. If they cannot be marketing oh we sell beautiful dresses you know buy two for one. Get all the awesome deals people don't care about that stuff anymore because guess what. There's an abundance of solutions for all of our needs. I can go to a shopping mall and there's 10 million different stores with all kinds of dresses. So we have to connect on a deeper level. And it has to be portrayed in all of our branding and all of our messaging. So if I'm you know X Y and Z fashion boutique where people say oh what do you do?  I would probably say you know what, I sell confidence in your mind and your body. And they would go, what tell me more. I say well I create experiences where young women can feel empowered and they can further their blah blah blah. And they would probably go oh my god. Tell me more. What do you do? Oh, I just happened saw dresses and they're on sale right now? And by and by then they will be incredibly emotionally hooked and they will most likely buy one of your one of your products. So to answer your question it really just all comes down to fighting the urge to think with that rational mind and really embracing the emotional mind and communicating that to all stakeholders.

Salena: Does there need to be a social cause attached?

Alexandria: No. And you know that's a great question there doesn't. There are actually four pieces to social enterprise. And one of the pieces is called Conscious Capitalism, and that's actually what purpose pioneers fall under.  And what cat conscious capitalism is it's a belief that a company has a higher purpose and that they can create meaning and value for all stakeholders not just shareholders. So there doesn't have to be you know oh half my profits go to this cause or I'm solving this social issue. It could just be as simple as you know we believe in something higher and we want to create a really meaningful workplace and a meaningful place for our customers. So here's our purpose and here's our product. There doesn't have to be any of that social element related to it.

Salena: Do you think that there's a certain type of person who automatically thinks this way?  I don't know if it's just me. I think a little bit differently than everybody else.

Alexandria: And that's okay.

Salena: When I opened my first store it came from a lack of; this was back in the days of the early Internet. You had to buy these things online so I wanted to take them off line and into a bricks and mortar store. But my whole purpose for opening that store was to give new parents a community where they could feel safe to learn new things and express, it was eco-conscious baby products. So express their inner hippy without being criticized or judged. And just to know that somebody was there to talk and it was one of the things that I think really helped our brand grow. And I still remember this day a lady who came into the shop we call her Jane and she wanted to buy a baby carrier. And she said to us, and it was one of those things it was just so divine. We had this big problem, one of the girls got really sick she had to go home and the shop was closed for an hour while the next person got there. And this lady turned up in that short period of time while the shop was closed and she called our other store and said you know literally in tears I'm outside your shop. I need to get a baby carrier.  When is it going to be open. And we said you know just stick around the girl is on her way. She'll be there shortly. And in the end it was me that ended up going over there and she explained the situation where her daughter had just had a baby and for all intents and purposes because my job was the same. I was pretty sure this child had silent reflux because it sounded like everything I had been through with my baby. And she say I said Why do you need a baby carrier. And she said oh my daughter has just had a baby. She's had to move in with me. It's like a weekend. She's had to move in with me. Her husband's just left her because this baby does nothing but cry constantly. And the only time it's happy is when she picks it up.  And I'm like No no no no. And like I've heard this story before, I've lived this story before. And I said Look I'm not a doctor. It just sounds to me like you... Oh sorry she didn't come for the baby carrier. We sold her the baby girl. She came for shades because the baby had reflux but she didn't know that. And I said to her I think you should try this baby carrier. So we got her the shades and she; and I just said just take one of our trial carriers home and try it out. And she did and she came back a couple of days later and she was like this has changed our lives. Like I need to buy one because this has changed our lives. You know my daughter feels like she's emotionally attached, obviously the baby's upright. So she's not vomiting so much anymore. And I had said to her at the time you know this sounds like my baby I think it's reflux it's not just your baby. Seek help after. So we had a great big conversation and she came back a couple of weeks later and she walked in the door and I saw her and I said oh you must be Jane's daughter.

You know she's told us so much about you, and she said no no. It's me. It's Jane. And she looked 20 years younger. I honestly thought it was her daughter. And she came in and she said to me, you can understand what you've done for my family. You know the fact that you were there to listen to me. The fact that you could hear what my problem was and you offered me a solution and you didn't make me pay for it at the time because we had these carriers that you could trial.  And as a result, yes the baby was diagnosed with reflux. She's on some medication she doesn't cry as much but she really likes to be held to the carrier means that mom can you know, go about her life. Dad has come back into the picture. Dad uses these carriers. I need two she said, one for the mom, one for the dad.  And dad has come back into the picture because he realized it was all just overwhelming and whatnot. And she's like you don't understand that you put my daughter's family back together. And that just makes you cry right. You just think well, I just, all I wanted to do was to be there for the people and to create a community. And it just, the fact that all these years later I still remember that story even though it was slightly confused in my head.

Alexandria: So here's the cool thing. You are, that was a purpose-driven company. And you may not have even realized it. You weren't selling baby carriers. What you said was beautiful you said I wanted to create a community where these parents felt safe and that they could talk about their issues. And I could really hear that like you were not a baby carrier company, you were a, I don't know, first-time mom or whatever the verb is. But that right there, that's purpose. When she came and she wanted to talk about what she was experiencing because a lot of times we buy out of pain like we're like we need this problem solved now. And I know what I have experienced when people actually hear me and my voice is heard. And they can really tie in a solution that fits my needs. I'm going to one, remember them forever. Twq, I'm going to rant and rave about them and probably hopefully bring them more business. I mean it's just, it's a domino effect. So you exemplified that even before this was probably a thing.

Salena: Do you think that that's really important to get your purpose sorted out before or before you hire any more people.  If you already have people, that's great.

Hopefully, they've already bought into what you do. But do you think having this purpose will attract a certain type of person that will help your business grow?

Alexandria: Yes. If I could say yes a million times over I would. It is probably the most, and I'm I know I probably sound bias. and I am a purpose coach. But out of all of my working for many many different companies and seeing other people worked for companies, I found that the common denominators are the ones that people leave and aren't happy is they don't have a sense of purpose. It is probably the most important thing that a new entrepreneur or a company could uncover and clearly articulate and help their employees really feel that sense of purpose. And here's the thing. Another thing that we're really trying to solve is there are definitely other coaches and consultants that come into companies and they do this yearly hurrah, their mission, vision, values and they get the company amped up and everyone's excited and feels inspired. But it fizzles away. It is so imperative for leaders especially to talk about this stuff every day. Like I can't tell you how many times I've had the same conversations over and over and over again. But I'm putting it through my filters New Times so new things arise. Like the leaders that talk about their purpose every single day are the ones that are sustaining and thriving and making more money and making more impact. So it's the most important thing that really anyone can do in business or in life is figure out what their deep-rooted purposes and then infuse it into their daily lives.

Salena: So you think that your teammates to be rewarded for when they do something that really reinforces the purpose but you think them just doing it is enough.

Alexandria: Yeah, I mean I think having incentives and celebrating people. I don't like to say rewards. I like to say celebrate. I think it's amazing to have that encouragement but when the company has a sense of purpose, people find meaning in the most minute task. Because they know that, that task means something much, much bigger. They are not just imputing number into a spreadsheet. That task may be helping; if we are joining the social ranks.  That maybe helping someone put food on the table that maybe helping some sort of issue with another country. That task maybe helping build an incredible community around certain topics. Like whatever it is, when we talk about what the purpose is. It makes an annoying minute task so, so meaningful that people to be rewarded. Because they feel that sense of meaning and fulfillment all the time. And then that's amazing because as leaders and as a company we just have to celebrate them. And say, thank you for being awesome and furthering the purpose.

Salena: Interesting. Do you think that you can build a community of customers just based on talking about your purpose alone or do you think you have to do more in order to get your people inside of your tribe?

Alexandria: So look at with Tesler. Every time he searches for his talks, his purpose is he wants to wake up and be excited about the future and he wants to create a world where people feel that way. And he has such an; I mean Tesler is not profitable and they are one of the most valued stocks in the stock market. I mean that really says something. He has just a tremendous sense of purpose, he supersedes purpose. He's on like some sort of alien level with what he is doing. It's amazing. I am in love with what he is doing because he has that sense of purpose. And to answer your question, yes. Someone can just simply say it and talk with conviction and passion and show people that they are acting in their purpose and it will build a loyal community. And people don't; like that in itself can do the trick. And then you just get to build from there, do other awesome things. And it works even with purpose pioneer. For the past six months when we were building things up, we just got off and talked from the heart and with conviction and we just don't stop speaking the truth. And now we have an incredible loyal community. And they just say just keep being who you are and keep spreading this message. That's what it does for me. So yes, just clearly articulating it could go such a long way and that's why I'm so passionate about helping people formulate the thoughts into words.

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Salena: If you could say to people who are listening; if you could just do this one thing that is obviously not under purpose because that's in all of the conversation. But if you could do just one thing, it would really have a chance to change your entire life. What would that one thing be?

Alexandria: Go on YouTube and type in how great leaders inspire action by Simon Simek. It is an 18 minute YouTube video that changed my life and inspired and empowered me to start purpose pioneers. And it's incredibly simple and powerful framework that can help people start exploring how to find their purpose and how to create a really powerful purpose statement. I couldn't say it enough. Please if you are listening, watching, it will change your life. And then let me know.

Salena: I don't know if I have watched that one but we'll certainly find that and we probably link it with the show. Okay, because you are so big on community and you are so big on purpose, tell me what is your favourite store?

Alexandria: My favourite store? Man that's a great question. So does it a physical store. Let me think about that. One of my favourite brands, so I really kind of mention Apple. I love Apple and I really love what they stand for and how Steve Jobs created this company on the belief that people could challenge the status quo. So I'm a loyal Apple fan and I have all Apple products. And I have an Apple watch even though I really didn't need to buy it. And then second, I really like Michael Corse. So I only have two products from them because they are a little pricey. But when I go into their physical store, it's definitely an experience. And when I went in for my very first time, I was like I am going to buy my first big girl watch and my first big girl wallet. So when I went in there I was just; they didn't treat me like I was a young college kid. They just treated me like I was just another person interested in their stuff. And I got this really luxurious experience and when I had my watch on it makes me feel like a very sleek and a professional, and kind of like that big girl feel. Like you know, I'm a bad ass entrepreneur and I'm going to get stuff done. So I love them because of the feeling that it gives me.

Salena: But that's what it's all about, isn't it.

Alexandria: It is.

Salena: Because you have this feeling, as a matter of fact, there is this great big circle that you just went through there.

Alexandria: I love it like people buy things because they... something and the symbols that they are buying it allows them to identify and show the world who they are. I mean if they look at all the things that are wearing, whatever stickers on my laptop, those are opportunities to show people what I stand for. And that's why I'm so passionate about really talking about values and purpose because that's an opportunity for people to identify it's what they believe in too. And then full circle again it creates one powerful meaning community.Salena: I love it and I know that you have fantastic little freebies that we are going to give the people who are listening. So what is that called?

Alexandria: Oh yes, it is called three ways to ignite your millennial workforce. So this is tied to employee engagement and how to really attract and retain the up and coming workforce millennials. But I think it really ties into the three tips that we give away, just ties into the three pieces of purpose. So I will definitely shoot that over to you and I would love to give it out to anyone listening.

Salena: Thank you we will certainly pop that into the show notes. Thank you so much and that you for listening to this to actually be inspired to actually think a little bit deeper about why they do what they do.

Alexandria: Yeah, I mean that's my hope and whatever anyone is thinking right now, just ask yourself those deep questions and peel off those layers. I know when I can get deep into thought about my why and my purpose. I mean the realizations I have are really profound and the help me better understand myself. So yeah, just keep asking yourself questions and thinking about deep stuff. And talk about it to your and see what they have to say. I think there will be some real cool conversations that would come out of it.

Salena: I think that is a great like after dinner conversation with a glass of wine. And someone says but why, but why, but why?

Alexandria: I love it.

Salena: Maybe you can try this at your next networking event and see if you scare people off if they become deeply attached to you. Thanks again so much for being on the show.

Alexandria: Oh thank you, such an incredible conversation. Thank you so much for having me on.


Alexandria’s purpose is to create thriving communities where people feel a sense of belonging and are empowered to create real human connection, so they can create transformational change together.

Alexandria’s why led her to become an advocate for incorporating the human element back into modern business practices. Her leadership and teaching on these principles has earned her recognition by top leaders within Central Florida. She is the co-founder of Purpose Pioneers, a purpose-first company that empowers forward-think organizations to design their purpose into their business so they can scale their culture, impact and profit.

Alexandria’s background is in communication, executive coaching, and community engagement. She specializes in leadership development, methodology and framework design, and purpose alignment.

Alexandria is starting a movement that is led by purpose-driven people pioneering in the era of self-actualization. To thrive in this time, you need to embrace the purpose-first mindset with a courageous and curious spirit, aligning all of your actions with your deep rooted ‘why’.

It is then that we start to fulfil our highest potential and experience meaning in every aspect of life. This purpose pioneer is creating a world where everyone is deeply and truly fulfilled.

“Each week I interview industry and thought leaders for their take on business and life”

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