Max Lenderman Voice Network Badge Voice Network contributor, an ongoing writer for our guest opinion column. Opinion Contributor@maxlendermanMax Lenderman is CEO of School, a purpose-led consultancy in Boulder, Colo., and a conflicted supporter of Arsenal FC. Voice It’s Time Brands Add Genuine Consciousness Into Their Marketing Mix Rather than focusing only on potential profits. Voice Cannabis Brands Need to Establish a Purpose That Doesn’t Rely on Puns Venturing into experiential is one way to do that. Voice How to Avoid Having Your Experiential Marketing Become Programmatic Poorly executed experiences are like a pre-roll ad you can’t free yourself from. Voice 3 Ways Agencies Can Remain Relevant in an Ever-Changing Industry Being in advertising tends to be perilous. Voice How a Chief Purpose Officer Can Bring Internal Alignment to the C-Suite They'll lay out agency intentions and bridge the gap between CEO and COO. Voice Brands Have Learned the Value of Purpose. Now They Must Actually Become Purpose-Led We are on the cusp of an evolutionary leap for brands. Loosely put, we are in the midst of a shift in Maslow’s hierarchy of (brand) needs from love to esteem to self-actualization. Want to Produce Craft Beyond the Norm? Hire Confident Oddballs In the late 1960s, arguably the heyday of our industry, advertising icon David Ogilvy wrote a five-point memo to his office managers worldwide, noting "the characteristics which suggest to [him] that a person has the potential for rapid promotion." They were: The person is ambi