Kevin Roberts' business purpose speech explores some of the requirements to make it in today's business world. The CEO of Saatchi & Saatchi explores the differences between rational and emotional thinking, and how a brand today must follow the latter to succeed.
Roberts strongly believes in the power of emotional thinking over rational thinking. He argues that rational thinking leads to nothing new except for new meetings and new conclusions, but no new action. He uses Europe as an example of a country that employs rational thinking and as a result has become soft, apologetic and boring.
To avoid rational thinking, businesses must be purpose-inspired, driven entirely by passion. Passion, according to Roberts' business purpose speech, leads to action and action creates success. It is more beneficial to have a high number of small ideas, than one calculated big idea.