Once a quarter, Inc. Masters members will get the exclusive opportunity to join Inc. editor-in-chief Scott O. in a real-time conversation with a fellow Inc. 5000 founder on how they discovered their brand’s purpose and why it matters.

One of the elements that can determine how lucky an entrepreneur gets is knowing their brand purpose. This is something that Scott O. is very passionate about. The piece he wrote for Fast Company that landed him the job at Inc. was, after all, about this very subject.

“I think we get very confused about what brand purpose is,” he says. “Brand purpose is not corporate social responsibility or ESG. It’s deeper than that, and it’s the reason someone wants to do business with you rather than someone else--regardless of prices or process. It’s the North Star that guides you into the future. When you realize what your real brand purpose is, suddenly all unnecessary things fall away. And all of these useful guardrails pop up ... You learn how and where your business can grow and in a world that is changing so rapidly—with tech, with consumer behavior, with external crises, with new and disruptive competition. It's an incredibly valuable piece of knowledge.”

July's guest is Brandon Pena, CEO of 787 Coffee. 787 Coffee is a from farm to cup coffee company that serves not only superb coffee but an amazing human to human experience. With 18 coffee shops in NYC, 4 in puerto Rico and 10 additional locations in the making.

Brandon a pioneer in social media marketing and is listed by Forbes as one of "Top 100 Upstart Entrepreneurs", by Yahoo Finance as one of the "Top 10 Entrepreneurs, and by FT - Financial Times as the top 2 growing companies in the Food and beverage Industry. 787 Coffee is #590 on the 2021 Inc. 5000 list. Brandon is a business consultant, entrepreneur, investor and international conference speaker that believes in the power of humanizing brands.