Introduction PART ONE Values And Purpose 1 Why Is Culture So Important? The origin of strategy Acknowledging values and culture in your organisation 2 Discovering Your Purpose Why do we need a purpose? Knowing your personal purpose 3 Discovering Your Values Finding your values How your values describe your purpose 4 Adapting Your Personal Purpose To A Brand Purpose Internal values workshop Know the market Serving the customer vs serving the team Your brand is not a CSR programme PART TWO Proactive Marketing 5 The PROACTIVE Marketing Methodology Content marketing assets vs advertising liabilities Content marketing is holistic SEO in brief Strategic and proactive marketing 6 Purpose Purpose and values Problem People Planet Product Profit 7 Research Phrase Right now Opinion Brand Expression 8 Opportunity Insights Website/platform Integrations Network 9 Audience 10 Content Blogging Infographics Ebooks or white papers Animated videos Video 11 Turn It On 12 Ignite Location Interests Behaviour Connections 13 Verification Activities to verify Metrics to validate Conversions and leads 14 Evolve 15 PROACTIVE Summary 16 Teams Conclusion References Acknowledgements The Author.