[Response]

If you listen to his example of typography, you’ll hear him say why he studied it: just because it was beautiful and fascinating. He didn’t have a goal in mind. It was just amazing. He followed his interests, not a broad amorphous goal.

Regarding IKEA, I was thinking about their physical site, not their website! And it’s just one example. More broadly, nearly all marketing positionings I’ve ever heard are based on 3 pillars that, together, differentiate the company.

Finally, on your point about purpose vs. being self-serving… I love your question. This is an important enough topic that I wrote a full post about it on Medium!
https://blog.usejournal.com/youre-the-by-product-of-millions-of-software-iterations-if-you-accept-this-you-will-be-happy-dfb43ffa0705?source=friends_link&sk=8955d085699b413d2f9cf09b6559a121