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

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Penguin, Feb 5, 2009 - Business & Economics - 336 pages
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Who is Roy Spence and what makes him the Pied Piper of Purpose?

Over the last thirty-five years, Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Walmart, the Clinton Global Initiative, and many others achieve greatness by getting them to obsess 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. It's the secret to developing a more fulfilling work life as well as a healthier bottom line.

Simply put, purpose is a definitive statement about the difference you are trying to make in the world. As Spence writes, "It's your reason for being that goes beyond making money, and it almost always results in making more money than you ever thought possible." It's not soft stuff, as some might scoff. Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high-performing organization. It deserves just as much attention as strategy, execution, and innovation.

A real purpose can't just be words on a piece of paper. It has to get under the skin of every member of your organization like Southwest's purpose of democratizing the skies or Walmart's of saving people money so they can live better. If you get it right, your people will feel great about what they're doing, clear about their goals, and excited to get to work every morning. No organization is too big or too small, too niche or too mundane, to benefit from a clearly defined purpose.

Spence and coauthor Haley Rushing share their insider insights and case studies to help you discover your organization's purpose, proclaim it to the world, and apply it to everything you do. This book will force you to address some tough and profound questions:

•What difference do we want to make in the world?
•What do we really stand for?
•Do we have purpose-based leaders in key roles?
•Do our employees feel like what they do matters?
•Would our customers miss us if we ceased to exist?
•Do we bring our purpose to life everywhere we can both internally and externally?

Spence's hard-won lessons will change the way you view your job, your business model, your leadership style, and your marketing. They will help you make money, make a difference, and with a little luck,make history.


From the Hardcover edition.
 

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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
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About the author (2009)

Roy M. Spence, Jr., 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.Haley Rushing is chief purposologist and cofounder of the Purpose Institute along with Roy Spence.Both authors live in Austin, Texas.

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