The Story of Purpose

A proven methodology for building a purpose-powered organization Some ideas are bigger than others, and the Master Idea your company's purpose is the biggest. Whether addressing communication between leadership and associates, suppliers to manufacturers, sales force to customers, or brand to consumers, The Story of Purpose details a proven methodology for businesses, small to large, how to build a purpose-inspired organization to positively impact employees, customers, and the bottom line. It reveals the process for uncovering what makes a company distinctive and guides you to discover the fundamental force behind the organization that no competitor can replicate or replace. The Story of Purpose incorporates stories of purpose from Procter & Gamble, McDonald's, Newell Rubbermaid and many more purpose-driven companies. These stories come to life in a comprehensive book that promises to guide, inspire, and transform your organization Offers a blueprint for creating powerful internal and external messages for current and future customers, employees, and shareholders The Story of Purpose will leave you asking yourself "e;what gets me up in the morning?"e; instead of "e;what keeps me up at night?"e;

A proven methodology for building a purpose-poweredorganizationSome ideas are bigger than others, and the MasterIdea--your company's purpose--is the biggest. Whetheraddressing communication between leadership and associatessuppliers to manufacturers, sales force to customers, or brand toconsumers, The Story of Purpose details a proven methodologyfor businesses, small to large, how to build a purpose-inspiredorganization to positively impact employees, customers, and thebottom line. It reveals the process for uncovering what makes acompany distinctive and guides you to discover the fundamentalforce behind the organization that no competitor can replicate orreplace.* The Story of Purpose incorporates stories of purposefrom Procter & Gamble, McDonald's, Newell Rubbermaid and manymore purpose-driven companies. These stories come to life in acomprehensive book that promises to guide, inspire, and transformyour organization* Offers a blueprint for creating powerful internal and externalmessages for current and future customers, employees, andshareholdersThe Story of Purpose will leave you asking yourself "whatgets me up in the morning?" instead of "what keeps me up atnight?"

About the Cover xiiiForeword Philip Kotler xvPreface xviiIntroduction 1I The Purpose: Put Humanity Back In Business 51 The Purpose of Work Is to Work on Purpose 72 Purpose-Inspired Leadership 173 The Master Idea 33II The Black Box of Strategy 414 Ethos: The Fruits Are in the Roots 435 Culture: Creating the Cult in Your Culture 536 Values: Your Most Valuable Asset 677 Strategy: The Plan to Win 808 Tactics: All You Need Is Love 99III Purpose, Inc.: How To Incorporate Purpose Into Your Business 1159 Investigation 11910 Incubation 13111 Illumination 14612 Illustration 161IV Creating A Lasting Legacy 17513 The Road to Camelot 17714 A World on Purpose 195Epilogue: Collective Purpose Is Our Saving Grace 209Notes 213Resources 221About the Author 223Acknowledgments 225Index 231