It's Not What You Sell, It's What You Stand For
Why Every Extraordinary Business Is Driven by Purpose
ISBN 9781591842415 | 336 pages | 05 Feb 2009 | Portfolio | 5.98 x 9.01in | 18 - AND UP
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Who is Roy Spence and what makes him the “Pied Piper of Purpose”?“Roy Spence is a brilliant, sparkling gem. Dedicated to the idea that true greatness comes in direct proportion to passionate pursuit of a purpose beyond money, he has inspired and changed leaders in every sector.”
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.
— Jim Collins, author of Good to Great; coauthor of Built to Last
“If you’re looking for a way to inspire people, mobilize the talent and energy of your organization, and make a real difference, the road map and case studies in this book will help you do it.”
— Bill Clinton
“Roy Spence’s instructive book reflects his charismatic genius, his evangelical zeal, and his synergistic understanding of what makes businesses lodge in the hearts, not just the minds, of employees and customers.”
— Herb Kelleher, founder, Southwest Airlines
“Roy Spence’s creative brilliance has been an enormous influence on helping people better understand what the PGA TO UR stands for. The wisdom contained in this book is a great resource for those who want to lead their business with a purpose.”
—Tim Finchem, commissioner, PGA Tour
“Roy Spence has nailed the power of purpose in this visionary book and it will motivate and inspire you to find and fulfill a purpose at the heart of your organization.”
— Jim Stengel, former P&G global marketing officer and President/CEO, The Jim Stengel Company
“At BMW, we live and breathe purpose. Roy’s book and the powerful way he outlines how to bring purpose to life within your entire organization is the clearest game plan ever written on how to win on purpose.”
— Jack Pitney, vice president marketing, BMW of North America
“Roy Spence has a great gift for getting to the heart of the matter. Fearless in questioning the status quo and relentless in rejecting cynical shortcuts, he has his finger on the pulse of America like no one else.”
— Margaret Heffernan, Author of How She Does It
“Roy Spence’s book demonstrates the power of purpose in building successful organizations. He shows how to discover your purpose, cultivate it, and use it to make a difference as well as to make profits.”
— Bill Novelli, CEO, AARP
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