Rand Fishkin is the CEO of SparkToro, former CEO of Moz and Godfather of all things SEO. Famous for his Whiteboard Fridays, yellow Pumas and dazzling facial hair, Rand has long been one of the most recognisable figures of the digital industry. Above all, however, he is a man admired for his uncompromising ethics and disarming honesty, so we were hugely excited to meet with him to discuss the limitations of nebulous brand values, why he is not interested in helping big business, the unsettling reason such a small number of big brands command so much media attention, why your brand purpose needn’t seek to change the world.