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“Through this purpose Sweetgreen has become more than a restaurant—it’s become a movement and a community, one that people are so proud to be a part of that they share Sweetgreen content on their social feeds and wear T-shirts emblazoned with the restaurant’s logo. The founders remain committed to their differentiating core values, such as “creating solutions where the company wins, the customer wins, and the community wins,” and have used those values, rooted in their purpose, to drive the company forward.”

Quote by Alan Philips

Book:The Age of Ideas: Unlock Your Creative Potential
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The Age of Ideas: Unlock Your Creative Potential

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Alan Philips

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“The crowds aren’t coming to Sweetgreen stores and the festival simply for great salads or cool music acts. They’re coming because they buy into what Sweetgreen stands for, and because, on a deeper level, they feel a reflection of themselves in Sweet- green’s purpose—which is itself an honest manifestation of what the people behind the business believe and what they stand for.”

MarketingBrandingExpertRestaurantAlan PhilipsAge Of IdeasJonathan NemanSweetgreen
Book:The Age of Ideas: Unlock Your Creative Potential
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“Being an independent thinker is the opposite of what we’re taught by most organized groups, from preschool classes to our teams at work. We feel comfortable in communities, so we encour- age the group dynamic and fitting-in above individuality. But cre- ativity and innovation require that you trust yourself and go against the group—that you think for yourself. Nothing truly innovative, visionary, or creative has ever come out of a group of people sitting in a boardroom giving their opinions on an idea, especially when the market is demanding authenticity.”

CreativityInnovationMarketingBrandingExpertConsultantAlan PhilipsAge Of Ideas
Book:The Age of Ideas: Unlock Your Creative Potential
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“(about William Blake) [Blake] said most of us mix up God and Satan. He said that what most people think is God is merely prudence, and the restrainer and inhibitor of energy, which results in fear and passivity and "imaginative death." And what we so often call "reason" and think is so fine, is not intelligence or understanding at all, but just this: it is arguing from our *memory* and the sensations of our body and from the warnings of other people, that if we do such and such a thing we will be uncomfortable. "It won't pay." "People will think it is silly." "No one else does it." "It is immoral." But the only way you can grow in understanding and discover whether a thing is good or bad, Blake says, is to do it. "Sooner strangle an infant in its cradle than nurse unacted desires." For this "Reason" as Blake calls it (which is really just caution) continually nips and punctures and shrivels the imagination and the ardor and the freedom and the passionate enthusiasm welling up in us. It is Satan, Blake said. It is the only enemy of God. "For nothing is pleasing to God except the invention of beautiful and exalted things." And when a prominent citizen of his time, a logical, opining, erudite, measured, rationalistic, Know-it-all, warned people against "mere enthusiasm," Blake wrote furiously (he was a tender-hearted, violent and fierce red-haired man): "Mere enthusiasm is the All in All!”

FaithFreedomCreativityCaution
Book:If You Want to Write: A Book about Art, Independence and Spirit
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“Trusting yourself enough to go against the grain, to do some- thing that’s truly a reflection of your purpose, isn’t what we’re taught. It only comes when we’ve gained enough experience to choose our own path, trust our instincts, and create from within. That’s what it means to be an experienced creative.”

MarketingBrandingExpertConsultantAlan PhilipsAge Of IdeasExperienced Creative
Book:The Age of Ideas: Unlock Your Creative Potential
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“The hardest thing that there is, is to get up in the morning, look in the mirror, and be happy. Everybody wants this, of course, everybody looks for this. I have achieved this. It has been thirty years that I get up in the morning very early. I work sixteen hours doing what I love and I sleep and I am happy. Why? Because I have passion for what I am doing and I have challenges that I always believe I am not going to reach and I fight to achieve them. That is what life is, a struggle to reach a challenge. —Chef Ferran Adrià”

LifeChallengesCreativityStruggleMarketingBrandingAge Of IdeasFerran Adria
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“This combination of the internal, intangible emotional jour- ney and the practical skill of making music—the “heartwork and headwork,” as Rubin calls it—is how he’s sustained his craft across genres for so many decades. He taps into something far beyond the type of music or production style, and instead connects to the artist through a first-principle truth: that their greatest work can only come from manifesting and sharing a reflection of their true purpose.”

PurposeExpertBrandConsultantAlan PhilipsAge Of IdeasKanyeRick Rubin
Book:The Age of Ideas: Unlock Your Creative Potential
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“Who we are to the outside world and whether we are able to manifest our purpose is the result of work done when no one is looking. Every decision we make has positive and negative implications for our future and therefore must involve a strong framework, one that guides our choices and focuses our energy.”

PurposeCreativityMarketingBrandingExpertAlan PhilipsAge Of Ideas
Book:The Age of Ideas: Unlock Your Creative Potential
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“While making inexpensive furniture may be what IKEA does prac- tically, the vision of “creating a better everyday life” for people has emotional resonance we can rally behind. These are the words of a movement, and I would argue that without them, Ikea would be much less successful. Combine commitment to a meaningful purpose with flawless execution and it makes the difference between the world’s largest furniture retailer and a local purveyor of cheap junk.”

PurposeMarketingBrandingFurnitureExpertConsultantAge Of IdeasIkea
Book:The Age of Ideas: Unlock Your Creative Potential
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“Your purpose is the emotional and spiritual energy that surrounds the commercial aspects of what you do; it can’t be to make a lot of money or sell a lot of widgets. While generating a significant financial return may be a result of pursuing your purpose, it can’t be why you do what you do. Money isn’t what the journey’s about. We aren’t here to survive; we’re here to self-actualize and thrive.”

PurposeCreativityExperienceMarketingThriveBrandingExpertConsultantAlan PhilipsAge Of Ideas
Book:The Age of Ideas: Unlock Your Creative Potential
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