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“Where Mark Zuckerberg wants to help you share baby photos, Musk wants to… well… save the human race from self-imposed or accidental annihilation.”

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In the book Elon Musk: Tesla, SpaceX and the quest for a fantastic future, author Ashlee Vance writes: “He is the possessed genius of the greatest quest ever concocted. He is less a CEO in search of riches than a general assembling troops to ensure victory. Where Mark Zuckerberg wants to help you share baby photos, Musk wants to… well… save the human race from self-imposed or accidental annihilation.

In short, Elon Musk knows how to create a business that makes sense. And it’s not just Musk’s biographer who thinks so. The company’s reputation management firm, RepTrak, surveyed some 6,500 respondents on more than 200 brands for its 2021 Potency Index in tandem with branding agency StrawberryFrog. And it turns out that Musk’s companies are in the top 10 twice, with SpaceX and Tesla claiming the # 3 and # 9 rankings.

According to Graham Winfrey at Inc., “When it comes to building goal-oriented brands, Elon Musk is kind of a trailblazer. Musk’s electric car company Tesla and his aerospace manufacturing company SpaceX have both ranked among America’s most determined brands, according to [this] new study.

Stephen Hahn-Griffiths, Global Executive Vice President of RepTrak Reputation Intelligence, explains, “Goal integrity is more important than ever and has a bigger impact. And, according to this study, it’s clear that Elon Musk’s Tesla and SpaceX hit the mark.

So why have Musk’s businesses been able to shine? Winfrey explains, “The study measured the purpose of corporate branding using an algorithm that looked at four main elements: representing more than just making money; improve the lives of individuals and communities; for the benefit of society as a whole; and change the world for the better.

For a full look at the 2021 Goal Power Index, where the results of “the largest study ever to measure perceptions of brand goal” were announced with a wide variety of speakers Guests, including those from RepTrak, StrawberryFrog and Inc., check out the Purpose Power Summit 2021 (in full) below.

Originally posted on EVANNEX.


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