It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose (Google eBook)

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Penguin, Feb 5, 2009 - Business & Economics - 336 pages
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"Roy Spence is a brilliant, sparkling gem. True greatness comes in direct proportion to passionate pursuit of a purpose beyond money." -Jim Collins, author of Good to Great

Over the last thirty-five years, Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Wal-Mart, the Clinton Global Initiative, and many others achieve greatness by obsessing about one big idea: purpose. With purpose as the North Star, employee engagement is higher, competition is less threatening, customers are more loyal, and innovation flows.

As Spence writes, "Purpose is a reason for being that goes beyond making money-and it almost always results in making more money than you ever thought possible." Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high- performing organization, deserving just as much attention as strategy, execution, and innovation.

These insider insights and case studies will help you discover your organization's purpose, proclaim it to the world, and apply it to everything you do.


  

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Contents

WHAT BUSINESS ARE YOU REALLY IN?
BRINGING IT TO LIFE
BUILDING A BRAND IN TACTIC LAND
SOARING TO HIGHER GROUND
BRINGING FREEDOM INTO THE MARKET
CREATING PURPOSEFUL PROMOTIONS
BRINGING FREEDOM TO LIFE IN A LOYALTY PROGRAM
DELIVERING FREEDOM WHILE MEETING SPECIFIC BUSINESS GOALS

FAKING PURPOSE
PURPOSE RECRUITS PASSIONATE PEOPLE
PURPOSE BRINGS ENERGY AND VITALITY TO THE WORK AT HAND
PURPOSE CONTRIBUTES TO A LIFE WELL LIVED
YOUR PRESENT PURPOSE IS TO DISCOVER YOUR PURPOSE
REVISIT YOUR HERITAGE
REVIEW FALSE STARTS
CONTRAST YOUR SUCCESSES AND FAILURES
START ASKING WHY?
LOOK AT WHAT YOU WONT DO
FIND YOUR HEDGEHOG
TALK TO YOUR EMPLOYEESINTERNAL CONSTITUENTS
START AT THE TOP
LISTEN TO YOUR CUSTOMERS
AND FOLLOW YOUR HEART
TRANSCEND THE GENERIC MISSION STATEMENT
THE ART OF CRAFTING A GREAT PURPOSE
WHAT DIFFERENCE DO YOU WANT TO MAKE?
SEEING A MARKET NO ONE ELSE SEES
DEMYSTIFYING AN INDUSTRY
ANSWERING A BURNING QUESTION
PIONEERING A NEW PARADIGM
CHANNELING YOUR POWER WHERE YOU CAN REALLY MAKE A DIFFERENCE
THERES GOT TO BE A BETTER WAY
HOW WALMART SAVES PEOPLE MONEY SO THEY CAN LIVE BETTER
HOW SOUTHWEST GIVES PEOPLE THE FREEDOM TO FLY
HOW CHARLES SCHWAB BECAME AN ALLY OF THE INDIVIDUAL INVESTOR
HOW AARP CHAMPIONS POSITIVE SOCIAL CHANGE THAT ENHANCES THE QUALITY OF LIFE FOR ALL
HOW WHOLE FOODS MARKET PROVIDES CHOICES FOR NOURISHING THE BODY THE COMMUNITY AND THE PLANET
PURPOSE IS EVERYONES RESPONSIBILITY
TURNING EMPLOYEES INTO EVANGELISTS
USING CUSTOMER FEEDBACK TO FUEL THE FIRE
CREATING FEEDBACK LOOPS
SHOOT FOR THE MOON
NEVER REST
MAKE IT JOB 1 TO BE THE TORCH BEARER OF PURPOSE
BELIEVE IN PURPOSE BEFORE PROFIT
USE PURPOSE TO CREATE ALIGNMENT AND DRIVE PERFORMANCE
KEEP IN MIND WHAT YOURE FIGHTING FOR
USE PURPOSE NOT JUST PERSONALITY TO LEAD
DO RIGHT BY YOUR PURPOSE
PROTECT THE TROOPS
PREPARE YOURSELF TO BE LUCKY
BE CURIOUS
FOCUS ON THE JOURNEY
PRACTICE THE GOLDEN RULE
OBSESS OVER DETAILS
FESS UP WHEN YOU MESS UP
HELP PEOPLE BELIEVE IN THEMSELVES
CALLING ON FREEDOM TO SET LOVE FREE
INTEGRATION FULFILLING THE PROMISE OF YOUR PURPOSE EVERYWHERE YOU CAN
THE TRADITIONAL RETAIL BRANDBUILDING MODEL
BRINGING IT TO LIFE
FULFILLING YOUR PURPOSE IN MORE WAYS
A WORK IN PROGRESS
BUILDING YOUR PURPOSE VERSUS BEHAVING RESPONSIBLY
WINNING ON PURPOSE
THE IDEA CLASS
PUTTING IT ALL TOGETHER
THE ANTIDOTE TO THE SUV ANOTHER GREAT IDEA FROM BMW
BMW PERFORMANCE DRIVING SCHOOLRELEARN TO DRIVE
WINNING ON PURPOSE
POSITIONING BEYOND DEFEAT
FINDING FREESTYLERS
GOING OUR OWN WAY
WINNING ON PURPOSE
FROM DISCOUNTS TO WHATCOUNTS
MARRYING THE POWER OF THE ORGANIZATION WITH THE HEART OF ITS MEMBERS
BRINGING IT TO LIFE
KNOWING WHAT REALLY MAKES A DIFFERENCE CAN MAKE ALL THE DIFFERENCE
A PURPOSEBASED WIN
THE SEARCH FOR COMMON GROUND
DISCOVERING THE CORE PURPOSE OF THE AMERICAN RED CROSS
ACTIVATING THE PURPOSE THROUGH POWERFUL POSITIONING
BRINGING IT TO LIFE
CHANGE A LIFE STARTING WITH YOUR OWN
WINNING ON PURPOSE
FROM THE LAND OF FUTILITY TO THE LAND OF POSSIBILITY
BRINGING IT TO LIFE
RETHINKING PLUS RELEARNING
WINNING ON PURPOSE
THE PATH FROM PERSONAL BENEFIT TO COLLECTIVE GOOD
BRINGING IT TO LIFE
CREATING A GRASSROOTS MOVEMENT
WINNING ON PURPOSE
BRINGING IT TO LIFE
WINNING ON PURPOSE
ITS MORE THAN A GAME
DISCOVERING AN EXCEPTIONAL PURPOSE
BRINGING IT TO LIFE
A NEW ERA OF GOLF
WINNING ON PURPOSE
BUILDING AN ORGANIZATION THAT MAKES A DIFFERENCE
BECOMING A LEADER OF GREAT PURPOSE
BRINGING YOUR PURPOSE TO LIFE IN THE MARKETPLACE
ROY SPENCE
HALEY RUSHING
Copyright

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About the author (2009)

ROY SPENCE is Chairman and CEO of GSD&M Idea City, a leading national marketing communications and advertising company that has helped grow some of the world’s most successful brands.

In 1971, Roy and a group of friends founded the agency just after graduating from the University of Texas at Austin. Roy led an effort to build an environment where ideas are destined to flourish and making a difference was a priority from day one. Under Roy’s leadership, the agency flew with Herb Kelleher and Southwest Airlines and helped grow the most successful airline in aviation history and rode with Sam Walton and Wal-Mart and helped build the largest company in the world. They cooked with Norm Brinker and Chili’s and helped serve up the most successful casual-dining restaurant in America and delivered for Ed Whitacre and AT&T and helped produce the largest telecommunications company in the world. And they declared “Don’t Mess with Texas,” creating one of America’s favorite advertising slogans.

They went on to work with Presidents George H.W. Bush and Bill Clinton to encourage Americans to make a difference with disaster relief efforts. They work with the Clinton Foundation and the Clinton Global Initiative in making a difference around the world. And they brought perspective and unity to a damaged country after 9/11 with the moving “I Am an American” pro-bono ad campaign. Through their philosophy called Purpose-based Branding,™ GSD&M Idea City and their Purpose Institute division help organizations identify, simplify and articulate their purpose— the fundamental difference they’re trying to make in the world and their reason for being beyond making money. Through purpose and visionary ideas that make a difference, GSD&M Idea City is in the business of growing clients’ businesses.

The agency’s roster of purpose-based clients includes: Southwest Airlines, MasterCard, BMW, John Deere, L.L.Bean, Kohler, American Legacy Foundation, AARP, Hallmark, Lennox, Norwegian Cruise Line, PGA TOUR, American Red Cross, World Market, AT&T, Popeyes Louisiana Kitchen, Marshalls, the United States Air Force, Cancer Treatment Centers of America and Compass Bank.

Roy Spence has been named Ad Man of the Year, Idea Man of the Century and University of Texas Distinguished Alumnus, among other accolades.

In September 2006, The Amazing Faith of Texas, a book by Roy Spence and The People of Texas was published, and in 2007 he was named to the board of directors of the Lyndon Baines Johnson Foundation. Roy has been interviewed by The Wall Street Journal, USA Today, The New York Times, BusinessWeek, U.S. News & World Report, Esquire, Fast Company, INC. and FORTUNE. A popular keynote speaker, he regularly addresses audiences from throughout the business, government and nonprofit communities. Roy and his wife, Mary, have three children.


HALEY RUSHING cofounded the Purpose Institute along with Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values in the world. Over the years, Haley has helped a number of the country’s most visionary organizations develop business strategies that are founded on a strong core purpose and authentic core values, including Southwest Airlines, Wal-Mart, Charles Schwab, Norwegian Cruise Line, Whole Foods, World Market, Univision, The American Council on Education, Texas A&M and, most recently, the American Red Cross. Haley and her husband, R.W., live in Austin, Texas with their twin daughters.

ROY SPENCE is Chairman and CEO of GSD&M Idea City, a leading national marketing communications and advertising company that has helped grow some of the world’s most successful brands.

In 1971, Roy and a group of friends founded the agency just after graduating from the University of Texas at Austin. Roy led an effort to build an environment where ideas are destined to flourish and making a difference was a priority from day one. Under Roy’s leadership, the agency flew with Herb Kelleher and Southwest Airlines and helped grow the most successful airline in aviation history and rode with Sam Walton and Wal-Mart and helped build the largest company in the world. They cooked with Norm Brinker and Chili’s and helped serve up the most successful casual-dining restaurant in America and delivered for Ed Whitacre and AT&T and helped produce the largest telecommunications company in the world. And they declared “Don’t Mess with Texas,” creating one of America’s favorite advertising slogans.

They went on to work with Presidents George H.W. Bush and Bill Clinton to encourage Americans to make a difference with disaster relief efforts. They work with the Clinton Foundation and the Clinton Global Initiative in making a difference around the world. And they brought perspective and unity to a damaged country after 9/11 with the moving “I Am an American” pro-bono ad campaign. Through their philosophy called Purpose-based Branding,™ GSD&M Idea City and their Purpose Institute division help organizations identify, simplify and articulate their purpose— the fundamental difference they’re trying to make in the world and their reason for being beyond making money. Through purpose and visionary ideas that make a difference, GSD&M Idea City is in the business of growing clients’ businesses.

The agency’s roster of purpose-based clients includes: Southwest Airlines, MasterCard, BMW, John Deere, L.L.Bean, Kohler, American Legacy Foundation, AARP, Hallmark, Lennox, Norwegian Cruise Line, PGA TOUR, American Red Cross, World Market, AT&T, Popeyes Louisiana Kitchen, Marshalls, the United States Air Force, Cancer Treatment Centers of America and Compass Bank.

Roy Spence has been named Ad Man of the Year, Idea Man of the Century and University of Texas Distinguished Alumnus, among other accolades.

In September 2006, The Amazing Faith of Texas, a book by Roy Spence and The People of Texas was published, and in 2007 he was named to the board of directors of the Lyndon Baines Johnson Foundation. Roy has been interviewed by The Wall Street Journal, USA Today, The New York Times, BusinessWeek, U.S. News & World Report, Esquire, Fast Company, INC. and FORTUNE. A popular keynote speaker, he regularly addresses audiences from throughout the business, government and nonprofit communities. Roy and his wife, Mary, have three children.


HALEY RUSHING cofounded the Purpose Institute along with Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values in the world. Over the years, Haley has helped a number of the country’s most visionary organizations develop business strategies that are founded on a strong core purpose and authentic core values, including Southwest Airlines, Wal-Mart, Charles Schwab, Norwegian Cruise Line, Whole Foods, World Market, Univision, The American Council on Education, Texas A&M and, most recently, the American Red Cross. Haley and her husband, R.W., live in Austin, Texas with their twin daughters.

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