The Belief That Builds Movements

Let me ask you something: What do you believe in so deeply that it moves you to act?

Not a product. Not a feature. A belief. A truth so fundamental that it lights you up every morning and keeps you going on the hard days.

That belief—that thing you know in your bones—is what will build your business. But more importantly, it’s what can inspire a movement.

Let me explain.

Belief is Irresistible

Phil Knight, the founder of Nike, once reflected on why he couldn’t sell encyclopedias or mutual funds, but could sell running shoes like wildfire. He said:

Knight didn’t just sell shoes. He sold the belief that running could change lives. That belief became the heartbeat of Nike—a global movement that inspired athletes of all shapes, sizes, and abilities.

And the truth is, the greatest companies—the ones we admire, the ones that last—are built on a belief so powerful it transcends their product.

Think of:

• Patagonia: A belief in protecting the planet.

• Apple: A belief in empowering creativity.

• Warby Parker: A belief that everyone deserves clear vision.

These companies don’t just sell products. They rally people around an idea that connects us, moves us, and makes us believe, too.

The Problem Most Founders Miss

Too many founders get stuck in the weeds:

• Focusing on what they sell, not why they sell it.

• Building products before defining purpose.

• Marketing features instead of movements.

And here’s the result:

• A forgettable brand.

• A transactional relationship with customers.

• A business that feels… hollow.

But when you start with belief, something shifts. Your customers don’t just buy—they align. Your team doesn’t just work—they rally. Your brand doesn’t just sell—it inspires.

How to Build a Movement Around Your Belief

If you’re ready to make your business more than a business, here’s where to start:

1. Define Your Belief

What’s the fundamental truth you can’t ignore? What’s the change you want to see in the world? This is your why.

Take Patagonia, for example. Yvon Chouinard built his company around the belief that we must protect the planet. That belief drives everything Patagonia does, from sustainable materials to their “Don’t Buy This Jacket” campaign.

Your Turn: Ask yourself:

• What do I believe about the world that needs to change?

• Why does this belief matter to me personally?

2. Align Your Brand and Products with Your Belief

Your belief should guide every decision—from the products you create to the stories you tell.

Look at Warby Parker. Their belief that everyone deserves access to affordable vision led to a business model where every purchase funds a donation. The result? A brand people feel proud to support.

Your Turn: Audit your brand and offerings. Are they aligned with your belief, or are there gaps to close?

3. Build a Community, Not Just a Customer Base

A movement isn’t about you—it’s about us. Your goal is to invite others to share your belief and take action with you.

Think of Airbnb. Their belief that travel should create connection and belonging inspired hosts and guests to become part of a global community. Today, they’re not just a company—they’re a culture.

Your Turn: How can you engage your audience in your belief? What would make them feel part of something bigger?

4. Inspire Advocacy

When people share your belief, they’ll share your brand. That’s how movements grow—through passionate advocates who spread your message for you.

Take TOMS, for instance. Their One-for-One model created a ripple effect where customers weren’t just buyers—they were changemakers.

Your Turn: Give your audience a reason to share your belief. Make it easy, tangible, and inspiring.

What’s Your Belief?

Here’s the truth: your belief is your superpower. It’s what will set you apart in a crowded market, build loyalty, and create a legacy.

So today, I want to challenge you:

• Take 10 minutes to journal your why. Write what you believe in, why it matters, and how it connects to what you’re building.

• Look at your brand through the lens of that belief. Are you aligned, or is there work to do?

Because when you build a business on belief, you don’t just sell—you inspire.

Curated for You: Resources to Deepen Your Thinking

Here are a few resources we’ve handpicked to help you dig deeper:

• Book: Shoe Dog by Phil Knight – Learn how belief turned Nike into a global movement (Purchase Here)

• Article: Start With Why by Simon Sinek – Understand how purpose-driven businesses inspire (Read Here).

• Book Review: Shoe Dog by Phil Knight – Lessons from Shoe Dog by Phil Knight: Purpose, Resilience, and Building a Legacy (Read Here).

Final Thought

From Nike to Patagonia to Warby Parker, the greatest brands are built on belief. And the same is true for you.

Your belief has the power to inspire, connect, and transform. Don’t keep it to yourself—let it guide you, fuel you, and rally others to join your movement.

Now, I want to hear from you:

• What’s your belief?

• How will you build a movement around it?

Hit reply and tell me. I read every response.

Let’s start something incredible together.

—Rachel

P.S. If this resonated with you, forward it to a friend or colleague who needs to hear it. You never know how your belief could inspire theirs.

P.P.S If we haven’t connected in quite a while, I’d love to hear from you. Hit reply and let me know what’s up with you these days?

Three Ways to Stay in Touch:

• Connect with Rachel on LinkedIn

• Join Rachel’s free Founders Lab Community on Slack

• Schedule a 15-min 1-on-1 Consult with Rachel to explore working together (hit Reply)