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To work with is to live in constant motion – and, precisely for this reason, it is also the risk of falling into repetition. With so many solutions in the market competing for performance, innovation and similar features, a factor has become decisive in differentiating brands: the purpose.
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Yes, in a saturated scenario, the difference is in the soul. What connects emotionally, which pierces the technical bubble and reaches the customer at a deeper level. The purpose is what transforms technology into a cause.
And I don’t speak here of utopias. I speak of clear, coherent and rooted positioning in values - such as sustainability, inclusion, privacy or even creativity. It is this “why” that generates connection and fidelity.
When we look at product marketing, we see a path that starts with positioning, Go-to-Market structuring, launch management and performance measurement.
But this technician reaches a saturation point when limited to describing features. This is where he needs to give way to deeper narratives.
When the competition already offers the same features, you win who knows how to tell the story better – and especially why it matters.
The challenge is to balance. I like the concept of “functional crafting”: a careful construction that highlights technical benefits clearly, but also translates them into human impact. “X tool reduces time y, releasing more space for teams to connect better,” for example.
It is also possible to use data and technical evidence to support real customer stories or reinforce a larger mission. Content architecture helps in this process: WhitePapers for Technical Audiences, emotional campaigns for decision makers.
Performance and purpose do not need to compete – can (and must) complement.
Now, did Tech value purpose? It depends. In B2B, we have seen a worrying retreat in the sustainability and diversity agendas. Many companies have focused almost exclusively to ROI, safety and performance.
Still, the purpose is still relevant, especially in the after sales.
Already in B2C, there is a much larger opening – especially in generations X, Y and Z, which value authenticity, ethical positioning and social impact.
But it takes a warning: the market is tired of empty speeches. Purpose Washing – or “Purpose Makeup” – is more common than it seems. This is when a brand pretends to have an ethical or social commitment just to look aligned with the.
Without real action, internal culture or measurable impact, this narrative loses strength and becomes a reputational risk. The public feels. And confidence, when broken, is difficult to recover.
Therefore, my advice for any Tech brand is: be authentic. If you want to talk about purpose, start from the inside. Culture, products, leadership – everything needs to reflect this value. Show metrics, results, real impacts. Listen to your stakeholders. Listen to your teams. A truth of truth is validated by the collective.
The point is: technology alone does not thrill. What thrills is the impact she generates, the story she carries, the transformation she promises. And at the end of the day, this is what builds mark. This is what remains.
He is CEO and co -founder of Tec4U.
