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Build your company around a purpose. People commit to companies and stories that have a simple, straightforward purpose.
Understand that culture equals brand. Build your business as a brand that employees and customers will support.
Lead by telling great stories. You can’t attract the right people or get them to commit without telling a story about why you do what you do.
Treat your staff as your customer. A healthy customer community is the natural result of a healthy internal culture.
Serve customers you respect. It’s hard to have an authentic relationship with people you don’t know, like, or trust.
As Jantsch says, “Have you ever encountered a business where everything felt effortless? The experience was perfect, and the products, people, and brand worked together gracefully. You made an odd request; it was greeted with a smile. You went to try a new feature; it was right where it should be. You walked in, sat down, and felt right at home. . . . Businesses that run so smoothly as to seem self-managed aren’t normal. In fact, they are terribly counterintuitive, but terribly simple as it turns out.”
As a follow-up to The Referral Engine, this is about more than just establishing leads— it’s about building a fully alive business that attracts customers for life.
Part 1 The Path: Clarity
1 Clarity Over All 9
2 Work as Craft 18
3 The Kiln of Commitment 31
4 An Inside Job 39
5 The Purpose of a Business 57
6 Every Business Is a Marketing Business 66
7 Traits of a Fully Alive Business 78
8 The Strategy Workshop 87
Part 2 The Patron: Culture
9 A Culture of Shared Commitment 91
10 Sharing Something Heroic 101
11 Committed Beliefs 111
12 Staff as Customer 115
13 Commitment Planning 125
14 Managing Committed Work 141
15 Patterns of Committed Teaching 150
16 Staff as Owner 161
Part 3 The Promise: Community
17 The Community Is the Business 171
18 Sharing on Purpose 182
19 Reverse Engineer Everything 195
20 Teaching as Selling 206
21 Building a Platform 217
22 The Committed Way Revisited 224