The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy

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Overview

Some ideas are bigger than others, and the Master Idea—yourcompany's purpose—is the biggest. When Nike said, Just DoIt, the company put a voice to the belief that human beingshave no limits. When Disney asked people to wish upon a star, theyinstantly established the powerful idea that life is magical.The Story of Purpose details a proven approach to engage andalign leadership and associates, suppliers and manufacturers, asales force and customers, and brands and consumers ...

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The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy

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Overview

Some ideas are bigger than others, and the Master Idea—yourcompany's purpose—is the biggest. When Nike said, Just DoIt, the company put a voice to the belief that human beingshave no limits. When Disney asked people to wish upon a star, theyinstantly established the powerful idea that life is magical.The Story of Purpose details a proven approach to engage andalign leadership and associates, suppliers and manufacturers, asales force and customers, and brands and consumers through ahigher purpose.

The Story of Purpose offers a blueprint for creatingtimeless messaging and powerful actions for both internal andexternal stakeholders. Learn how to uncover what makes your companydistinctive and discover the fundamental force behind yourorganization that no competitor can replicate or replace. Throughstories of purpose and best practices from Procter & Gamble,McDonald's, Newell Rubbermaid, American Standard, and many morepurpose-driven companies, this book promises to help you guide,inspire, and transform your organization. You'll learn how to:

  • Discover, articulate, and activate your Master Idea
  • Move from a brand to a stand, and turn purpose intopractice
  • Lead with purpose and become the moral center of yourcompany
  • Define your organization's culture around your sharedbeliefs
  • Build a family of employees first and a company second

Your organization's Master Idea or purpose has the power topropel your company to its fullest potential. It offers theopportunity to ignite you and your employees' spirits, liberateyour creativity, unleash your compassion for others, while drivingdramatic business results. Instead of focusing on what keeps you upat night, The Story of Purpose will leave you askingyourself "what gets me up in the morning?"

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Product Details

  • ISBN-13: 9781118443699
  • Publisher: Wiley
  • Publication date: 12/17/2012
  • Edition number: 1
  • Pages: 256
  • Sales rank: 317,790
  • Product dimensions: 5.70 (w) x 8.60 (h) x 1.10 (d)

Meet the Author

JOEY REIMAN is founder and CEO of the global consultancy,BrightHouse, a company whose mission is to bring purpose to theworld of business. Reiman has emerged as the leading expert in thearea of purpose-inspired leadership, marketing, and innovation. Hisbreakthrough purpose methodology and frameworks have been adoptedby top firms, including Procter & Gamble, The Coca-ColaCompany, McDonald's, Nestlé, MetLife, SunTrust, Michelin, andmany other Fortune 500 companies. Fast Company named him oneof the 100 people who will change the way the world thinks. Reimanis married to women's activist Cynthia Good. They have two sons,Alden and Julien, and reside in Atlanta, Georgia.

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Read an Excerpt

catalogimages.wiley.com/images/db/pdf/9781118443699.excerpt.pdf
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Table of Contents

About the Cover xiii

Foreword Philip Kotler xv

Preface xvii

Introduction 1

I THE PURPOSE: PUT HUMANITY BACK IN BUSINESS 5

1 The Purpose of Work Is to Work on Purpose 7

2 Purpose-Inspired Leadership 17

3 The Master Idea 33

II THE BLACK BOX OF STRATEGY 41

4 Ethos: The Fruits Are in the Roots 43

5 Culture: Creating the Cult in Your Culture 53

6 Values: Your Most Valuable Asset 67

7 Strategy: The Plan to Win 80

8 Tactics: All You Need Is Love 99

III PURPOSE, INC.: HOW TO INCORPORATE PURPOSE INTO YOUR BUSINESS 115

9 Investigation 119

10 Incubation 131

11 Illumination 146

12 Illustration 161

IV CREATING A LASTING LEGACY 175

13 The Road to Camelot 177

14 A World on Purpose 195

Epilogue: Collective Purpose Is Our Saving Grace 209

Notes 213

Resources 221

About the Author 223

Acknowledgments 225

Index 231

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  • Posted February 14, 2013

    Finally a business book that is not only an easy read but has a

    Finally a business book that is not only an easy read but has a soul!  The book is not only brimming with inspiration for businesses but has important lessons at a personal level too.   Joey Reiman, who pioneered ideation and purpose in the business world, takes you on a journey that'll make businesses (and you) pause and connect to your real purpose - -- the meaningful role we can play in this world while remaining true to who we are.  A must read.  Brilliant. 

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