Why a Clearly Defined Purpose is a Must (#2 in a Series)

by Craig McBreen · 21 comments · Branding, Social media

Let me ask you a simple question about your online venture.

What is your quest?

In other words, what is your reason for being here?

A key to success in any business venture is a rock-solid plan, but rock-solid doesn’t mean it has to be a dissertation.

To turn blogging into something more, you need an outline of what you want to accomplish, how you’re going to get it done and most importantly, why you are here.

So, why are you here?

It’s insanely important to ask yourself a few simple questions from the very start:

1. What are my capabilities? My skills? My “Know-how.”

2. What specific problems am I going to solve? What’s my “Sweet spot.”

3. How will I help people resolve these problems? In other words, how will I deliver “The Goods?”

4. Am I going to bring it in my own unique way? Do I have “Killer Swag?”

5. Who will benefit from all this? Can I locate my “Tribe.” And who exactly am I talking to?

6. What is my “Core?” What are the 1-3 content areas I will consistently deliver on?

These questions help create the foundation of a solid blogging master plan, and guess what the result of this work brings you?

When you’re done crafting this little bugger, you will drill-down to what I call Your Quest: Your purpose. Your mission.

The quest (What is my purpose in blogtopia?)

This is the hot spot you want to get to AND the six little questions above will help you on your merry way.

Now you might be asking yourself, who is this McBreen guy, what the heck does he know, and why is he telling me how to promote my business? My brand?

Well, I’ve been in this space for about 1.5 years, but I have over 20 years experience in the world of branding, marketing and design, and have been helping clients build brands from the ground up for eons.

And do you want IN on a little secret?

It’s not THAT different in the online space. Sure, some rules have changed, but … Marketing is marketing, good branding is a must, and any successful business needs a plan. Same as it ever was.

In my big picture plan, I clearly outlined:

1. My real-world experience;
2. The specific problems I can actually solve;
3. How I can deliver on said goods;
4. That I’ll bring it my way;
5. Who will benefit from all this and;
6. Who in tarnation am I speaking to?

My short, sweet outline became a quest and gave my brand, purpose.

BUT I want to explain that this is a journey folks. And since I scribbled my first plan I’ve put this sucker in the juicer more than a few times. I’ve sliced, diced and refined my original plan into a coherent, clear, clearly defined structure that was spot-on for me and what I wanted to achieve.

To me, a plan is always a work in progress, but its initial bare essence is what got me started.

Listen, I really do want to help because so many fine peeps trying to make “it” happen in this online realm might throw in the towel early, ‘cause they lack the foundation of a bang-on plan.

This is a very common-sense approach, but this little ditty has served me well.

Today think about your Purpose and stay tuned for the next post in a six part series from an old dog who has a few tricks up his sleeve.

Post #1 is right HERE.

So stay tuned for more or better yet, subscribe here.

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{ 17 comments… read them below or add one }

Mark February 11, 2013 at 8:11 am

I love the way you think, Craig!

I have found a solid vision is of where you’re going is paramount for getting things done in business.

A plan is as well, but just be prepared to adjust it along the way. The vision doesn’t change, but how you get there inevitably will.

Cheers, sir! 8)
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Craig McBreen February 11, 2013 at 7:40 pm

Hey Mark,

Thanks and back at ya!

Yes indeed, a flexible plan is a must, because of course nothing ever turns out as expected.

Cheers to you and thanks for coming by!


Lisa Trenton February 11, 2013 at 4:54 pm

I found this post incredibly inspiring Mark. I have definitely found more success online when I’ve taken a laser sharp focus on identifying a very specific purpose, directive and trying to niche myself out as much as possible. All you did was pull me back on track like a magnet to the success force field. Hah! Thanks for the list of well put together steps for your “Big Picture Plan.”
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Craig McBreen February 11, 2013 at 7:43 pm

Hi Lisa,

So glad I pulled you back on track :) You’re most welcome and cheers to the success force field!

Appreciate you stopping in, Lisa!


Mary Stephenson February 11, 2013 at 4:58 pm

Hi Craig

Simple explanation as to how to clearly define a plan. It makes sense that we would need to adjust as time goes along. What I first started out as definitely has changed and I think this has to happen when you find out what you were doing wasn’t working. At least not working the way you had envisioned.

I have had to adjust many times over the past 2 + years. I see where I need to go and as always it takes ground work to build that foundation. Unfortunately I am not famous, so I wasn’t able to “hit the ground running”. Only in most of our dreams would this be a reality.

Good points to ponder on building a plan.

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Craig McBreen February 11, 2013 at 7:46 pm

Hi Mary,

Short and sweet, right? You’re so right – This works best as you need a basic framework you can adjust along the way.

Funny how quickly direction can change in this space, huh? All that engagement can either make you spin your wheels or give you clarity as you progress.

I’m not sure I’d want to be famous … just the thought gives me a splitting headache ;)

Thanks for popping in!


Jens P. Berget February 11, 2013 at 8:51 pm

Very interesting Craig. I have actually been asking myself this question a lot, and I am still not sure. But, I know this. I am here to learn from the best, and to create strong relationships that will take me to where I want to be, when I am ready. Now, I am adjusting my business to fit my dreams of being happy all day long :)

So, more or less, the answer is that my purpose is to be happy. It sounds easy, but it’s not :)
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Craig McBreen February 12, 2013 at 7:10 pm

Hey Jens,

“Now, I am adjusting my business to fit my dreams of being happy all day long.”
– Well, Sir, that’s about the best plan you could have, but like you say, it’s NOT easy. Nothing like making that work though and I wish you the best :)


Ralph February 12, 2013 at 3:43 am

Solid plan Craig.

As always you have an uncanny sense to keep things simple and real. That works for me and I am sure for others too.

A little follow up on putting the plan into action and rolling with the punches, so to speak, would make for a great addition. I would be all ears. One of the biggest challenges I have is maintaining focus on the plan. It slips and slides which I know is ok but at some point I am going to have to reign it in.

Have a good one. BTW, thanks for the podcasts. Great resources. Cheers!
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Craig McBreen February 12, 2013 at 7:15 pm

Hi Ralph,

Bare bones for sure, but it works. And I’m always reigning it in, things never go exactly the way I want them to, but that’s okay ;) I love your idea and should be even more transparent as things move along.

You’re welcome. Loved both podcasts and really loved the Altucher piece.


Wade Balsdon February 13, 2013 at 5:58 am

Great post Craig. Last December was probably the first time ever that I outlined a vision in my mind about how I wish to live my life from heron in. I can already see positive benefits to doing this.
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Craig McBreen February 13, 2013 at 4:58 pm

Hi Wade,

Thank you, Sir! That is so great to hear … and that’s certainly the best way to look at it. Appreciate you coming by.


Keith February 14, 2013 at 5:24 pm


This is one of those came to me at the right time kind of posts. I’m in need of a plan. It’s difficult, at first, to pinpoint exactly which direction you want to take your blog. Trying to find what your passionate about isn’t as easy as it should be. But this post here makes it very clear that whatever direction I go, I absolutely need a map.

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Craig McBreen February 14, 2013 at 6:53 pm

Hi Keith,

Glad it helped! It’s very difficult, but the narrower the better. At least if you are treating it as a business. Regardless of your “it” a map will help you avoid frustration … well, not completely … we all hit those bumps, but it WILL help you get past them and stop spinning your wheels. Thanks for stopping in, Mr. Keith.


Susan Silver February 15, 2013 at 7:03 am

What is my quest?

To seek the holy grail….



Craig McBreen February 15, 2013 at 8:07 am

Ha ha, thanks for that :)

“What is your favorite color?” … “that’s easy!”

“What… is the capital of Assyria?”

“I don’t know that. … Aaaaaaaaaaaah.” … (Bye, Sir Robin)

… Classic :)


Josh August 21, 2013 at 9:33 pm

Why am I here? Well you could ask my parents about it because I sure won’t, not interested in the details. ;)

Sorry, after midnight in Texas and sanity has left me. But I like the message here and it makes sense.
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