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

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Overview

"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, ...

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

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Overview

"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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Editorial Reviews

Publishers Weekly

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.
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Product Details

  • ISBN-13: 9781591844471
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 10/25/2011
  • Pages: 336
  • Sales rank: 179,219
  • Product dimensions: 5.54 (w) x 8.46 (h) x 0.86 (d)

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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Table of Contents

Introduction 1

Pt. I Purpose Principles

1 What Is a Purpose and Why Should You Want One? 9

2 Discovering Your Purpose 34

3 Articulating Your Purpose 48

Pt. II Building an Organization That Makes a Difference

4 Find the Thrill! 65

5 Have the Will! 77

6 Ignite the Passion! 92

Pt. III Becoming a Leader of Great Purpose

7 Stewards of Purpose 111

8 Purpose-Based Leadership Principles 132

Pt. IV Bringing Your Purpose to Life in the Marketplace

9 Fulfilling the Promise of the Purpose 155

Corporations

10 How Purpose Can Take You Higher 167

11 How Purpose Can Make You Better 189

12 How Purpose Can Accelerate Your Momentum 201

13 How Purpose Can Set You Free from the Sea of Sameness 216

Membership Organizations

14 How Purpose Can Move You from Discounts to What Counts 233

Nonprofit Organizations

15 How Purpose Can Create Common Ground on Higher Ground 243

16 How Purpose Is Activated Through Insight 255

Higher Education

17 How Purpose Can Create a Grassroots Movement 267

18 How Purpose Can Explain the Unexplainable 275

Sports Organizations

19 How Purpose Can Tee You Up to Be Exceptional 283

Summary

20 Key Principles from the Book 293

Acknowledgments 299

Notes 303

Bibliography 307

Index 309

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Customer Reviews

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Sort by: Showing 1 – 5 of 4 Customer Reviews
  • Anonymous

    Posted December 10, 2012

    THE Marketing and Branding Book of our times

    I found this book to be useful and very helpful. They are literally trying to give away the best marketing and branding tools of our times. Thank you for making these insight available to us 'little guys'. I feel like now I can connect with a good marketing firm and have the foundation of what we need to help our brand excel.

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    Posted December 13, 2011

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