Christensen also cites the importance of "purpose branding"—building an entire brand around a particular job-to-be-done. Quite simply, purpose branding involves naming the product after the purpose it serves.
“Don’t be gloomy. Do not dwell on unkind things. Stop seeking out the storms and enjoy more fully the sunlight. Even if you are not happy, put a smile on your face. ‘Accentuate the positive.’ Look a little deeper for the good. Go forward in life with a twinkle in your eye and a smile on your face, with great and strong purpose in your heart. Love life.”