Every business should strive for more than just profit; it should aim to become an organization of great purpose-pledged to make money, make a difference and make history, cheerleads Spence, chairman and CEO of ad agency GSD&M. The author supplements uplifting homilies with case studies (starring his clients) to argue that a high-concept purpose can bring vitality to any company. Southwest Airlines, for example, worked hard not just to lure customers away from older airlines but to offer affordable air travel, "democratizing the skies." Likewise, Wal-Mart brings goods that were once distant luxuries to rural families. Highway littering was rising by 17% per year in Texas until an enterprising politician appealed to state pride with the "Don't Mess with Texas" campaign. Spence argues that people work harder and more joyfully when they believe they are part of something larger than themselves; he speaks enthusiastically about employees turned into company evangelists and the power of purpose-based leadership. This is a positive reminder of the private sector's potential in making a difference in the world. (Feb.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purposeby Roy M. Spence, Haley Rushing (Contribution by)
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,/b>/i>
"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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Meet the Author
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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