Advertising With a Purpose: Finding Your ‘Why’

What is advertising? Some suggest this convoluted industry is nothing more than an

over-exaggerated waste of time. Others argue that this nearly $1 trillion industry is the driving

force behind the success of countless American companies.

My name is Max Weiss, a fourth-year full-time student and part-time copywriter at Elevate

Agency. This semester, I was tasked with re-energizing Dave’s Freshly Used, a local Gainesville

thrift store specializing in vintage Florida Gators merchandise—everything from jerseys to baby

clothes.

Stepping into the Weimer basement last August, I knew I was entering uncharted territory. The

dimly lit hallway seemed to mirror my own uncertainty — how could someone with no

professional copywriting experience and a loose grasp of the role breathe new life into a brand?

But one model continues to resonate with me. It not only sparked my passion for this industry

but also serves as a powerful example of how companies can inspire at the highest level.

Whether you’re Steve Jobs or a first-year undergraduate, “The Golden Circle” offers valuable

lessons in finding purpose and driving impact.

In his groundbreaking 2009 TED Talk, American author and motivational speaker Simon Sinek

revealed the secret to why some companies succeed while others struggle in their mission. At the

heart of his message lies “The Golden Circle” — a transformative model that shows how great

organizations stand out and spark inspiration. Below is a powerful visual of this game-changing

concept.

Sinek’s model explains that every company begins with the outermost circle: What. This

represents what a company does or sells — something every organization knows. Moving

inward, some companies understand How they do it, whether through their processes or unique

value propositions. Yet very few organizations know their Why. According to Sinek, the Why, the

purpose or reason for existing, is the most powerful message an organization or individual can

communicate. It’s what inspires others to act.

For example, Dave’s Freshly Used competes with more than 25 other Gainesville-based thrift

stores, many of which rely on generic advertising strategies.

Consider one of Dave’s biggest rivals, Flashbacks Recycled Fashion. Their messaging follows

the typical formula:

“We buy/sell/consign modern, vintage, and everything in between!”

Fine, right? There’s nothing wrong with this method of communication. Stating what they sell

and making the company’s purpose clear to consumers.

Now let’s look at the direction we’re taking with Dave’s Freshly Used:

“Everything we do embraces the heritage and culture of Florida Gator football and the history

of this university. We do this by collecting and curating the most stylish and trendy vintage

clothing options. Wanna buy some?”

This approach starts with the Why. Connecting the audience to the brand on a deeper level,

forming a real emotional bond that goes beyond just making a profit. Emphasizing Dave’s Why

inspires people to shop, setting it apart from other vintage shops. Every company knows what

they sell, but as professionals, it's our mission to bring their stories to life—uncovering the

hidden narratives and painting a vivid picture that truly resonates.