This is another great example of a purpose-lead organization finding new growth (new products, new categorys, new customers) by starting with their purpose, and using that to inspire invention. In this case, their entry into the food space.

So it only makes sense that we’d want to share some of our favorite food with our customers. But that’s just the beginning; we also believe there is great opportunity—and an urgent need—for positive change in the food industry. With Patagonia Provisions, our goals are the same as with everything we do: We aim to make the best product, cause no unnecessary harm, and perhaps most important, inspire solutions to the environmental crisis.

via Why Food? — For Positive Change in the Food Industry by Yvon Chouinard – Patagonia Provisions.

Brand purpose is often the best place to start when seeking new revenue growth. By recommitting to your core purpose, you can start envisioning whole new ways to play in your own business landscape. Or, like Patagonia, you can move into whole new categories with completely new products. Operational and business model complexities aside, to consumers, moves like this make sense when there’s a clear purpose behind the brand to tie them together. Invention (identifying new ways to grow like new products and services) comes fastest when there is a clearly articulated brand purpose guiding the explorations.