Revisiting First Principles: A Purpose-Driven Start to the New Year

Share this Article

The dawn of a new year offers brands and marketers a valuable opportunity to revisit their foundational purposes. According to teleology, the “why” or the function behind something’s existence is more meaningful than the “how.” Meaning that the ultimate aim or purpose of a system (biological or organizational) is what most effectively drives the development, structure, and actions of that system. For marketers, this concept of teleology underscores the importance of understanding and staying aligned with their core purpose, whether it’s to provide exceptional products, deliver world-class services, or contribute to the well-being of their customers. In this CMO Minute, we will discuss the psychological value of revisiting first principles and the long-term positive effects this has on brands. 

First Principles in Action

At the start of each season, legendary NFL coach Vince Lombardi would gather his players—most of whom were seasoned professionals—and begin training camp by holding up a football and saying, “Gentlemen, this is a football.” No matter how experienced or skilled the players were, Lombardi believed that by understanding and perfecting the basics, his team would build a solid foundation for success. He would even go as far as to walk his players through the dimensions of the football field, reminding them of the fundamentals of the game:

The field is 100 yards long.
It’s 53 1/3 yards wide.
The goal is to move the ball across the goal line.

Lombardi’s philosophy on fundamentals helped him lead the Green Bay Packers to five NFL championships in the 1960s, including the first two Super Bowl titles. His commitment to the “first principles” of football turned the Packers into a dynasty and cemented his legacy as one of the greatest coaches in sports history.

First Principles: A Foundation for Success

First principles are foundational concepts or basic truths that cannot be reduced further. They serve as the bedrock for understanding, reasoning, or solving problems. Working from first principles involves stripping a problem or situation down to its core components and building solutions or strategies from these fundamental elements. This approach requires asking fundamental questions, such as:

  • What is the core value we provide to customers?
  • Why does our product or service exist?
  • What problem are we solving, and why is it important?

By focusing on these first principles rather than past work, external pressures, or trends, organizations can better navigate challenges, foster innovation, and sustain long-term growth.

The Psychology of First Principles

Research in psychology also supports this teleological perspective. Studies on goal-setting and intrinsic motivation show that individuals and teams outperform their counterparts when their efforts are directed toward clearly defined first principle objectives. When organizations align their actions with their overarching purpose, they foster not only strategic clarity but also increased emotional engagement among employees and customers. Indeed, research suggests that having a clear foundational goal allows for greater decentralization within the organization and allows employees to significantly increase their overall effectiveness through self-management in pursuit of that first principal objective. 

How To Approach First Principles

1. Deconstruct the Problem: Break down your challenge or goal into its simplest parts. For example, if the goal is to improve a product or a service, identify the core problem it solves and the fundamental ways it can better meet that need. 

A great example of this is Apple’s first principle going back decades: “Understand and serve the customer better than anyone else.” For years, this singular focus drove everything from product development to marketing, ensuring their offerings consistently delighted and served their customer’s needs with ample amounts of simplicity and usability.

2. Question Assumptions: Challenge industry norms or preconceived notions to uncover unique opportunities. For instance, why do fast-food chains assume they need expansive menus? A great example is In-N-Out Burger, which has experienced incredible success by questioning this assumption. Thanks to the consistent focus on their first principle, “Serve only the highest quality product, prepare it in a clean and sparkling environment, and serve it in a warm and friendly manner,” In-N-Out Burger consistently ranks as America’s favorite burger chain restaurant. 

3. Don’t Be Afraid To Rebuild from the Ground Up: Mental Models Theory suggests that reducing complex systems into simpler, foundational components helps people make better and more effective decisions. Essentially, it is far easier to understand, remember, and apply a foundational rule to your specific project rather than try to remember and incorporate all of the smaller rules that have been generated prior. Research shows that memory and performance are optimized when first principles are used to guide a project’s completion versus trying to remember and use all of the specific details of previous frameworks. 

So, as we embark on a new year, revisiting first principles can serve as a powerful strategy to strip away the distractions, challenge assumptions, and realign with the core purpose that drives our work. By focusing on the “why” and building from foundational truths, marketers can unlock clarity, foster innovation, and inspire both employees and customers alike. Just as Vince Lombardi focused on the basics to build a championship legacy, brands that embrace their own first principles will position themselves for continued success and meaningful impact in the years to come.