If you’ve been in eCommerce for longer than a week, you’ve come across the term “brand purpose.” Unfortunately, it’s discussed so vaguely and is so overused, that it’s not much more than a buzzword. Same goes for another term often found in the same sentence: “authenticity.” But in order to build a dominant eCommerce brand, an authentic purpose is an absolute must.

This episode gives these tired terms a fresh perspective by using one of the most iconic scenes in film history to explain what they really mean, and how to make them real for your customers. Sit back, relax, and let Dustin Hoffman teach you this core branding lesson.