Old language of change falls short

Brands rely on words like pivot, reset, and reevaluate to signal transformation. Michael Ventura, author and creative executive, argues this approach misses something essential about how organizations actually evolve.

Introducing constellation thinking

Instead of one-size-fits-all brand values, Ventura proposes viewing purpose as a constellation. Inner-self, outer-self, and everything between form interconnected points that collectively define your brand's direction.

“a collection of points of purpose”

Constellations shift with your journey

Unlike fixed destinations, constellations change as your organization evolves. Ventura notes that companies cycle through different phases, so rigid singular goals don't always serve the same way throughout your growth.

“a fixed singular destination doesn't always work in the same way”

Everything works together toward one goal

Ventura uses the example of someone training for a marathon. Running is just one activity feeding into their larger pursuit of pushing physical limits. All components move together and reinforce each other.

“It moves together. It clicks together. All these things can feed each other.”

Embrace discomfort to grow bigger

Ventura encourages brands to lean into vulnerability and discomfort as part of their growth journey. This willingness to be uncomfortable pushes organizations toward a bigger version of themselves.

“It's going to help push us into a bigger version of ourselves if we're willing to do it”