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

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. In 1971, Roy and a group of friends founded the agency just after graduating from the University of Texas at Austin. Roy led an effort to build an environment where ideas are destined to flourish and making a difference was a priority from day one. Under Roy’s leadership, the agency flew with Herb Kelleher and Southwest Airlines and helped grow the most successful airline in aviation history and rode with Sam Walton and Walmart and helped build the largest company in the world. They cooked with Norm Brinker and Chili’s and helped serve up the most successful casual-dining restaurant in America and delivered for Ed Whitacre and AT&T and helped produce the largest telecommunications company in the world. And they declared “Don’t Mess with Texas,” creating one of America’s favorite advertising slogans.They went on to work with Presidents George H. W. Bush and Bill Clinton to encourage Americans to make a difference with disaster relief efforts. They work with the Clinton Foundation and the Clinton Global Initiative in making a difference around the world. And they brought perspective and unity to a damaged country after 9/11 with the moving “I Am an American” pro-bono ad campaign. Through their philosophy called Purpose-based Branding,™ GSD&M Idea City and their Purpose Institute division help organizations identify, simplify and articulate their purpose—the fundamental difference they’re trying to make in the world and their reason for being beyond making money. Through purpose and visionary ideas that make a difference, GSD&M Idea City is in the business of growing clients’ businesses.

Haley Rushing cofounded the Purpose Institute along with Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values in the world. Over the years, Haley has helped a number of the country’s most visionary organizations develop business strategies that are founded on a strong core purpose and authentic core values, including Southwest Airlines, Wal-Mart, Charles Schwab, Norwegian Cruise Line, Whole Foods, World Market, Univision, The American Council on Education, Texas A&M and, most recently, the American Red Cross. Haley and her husband, R. W., live in Austin, Texas with their twin daughters.

Who is Roy Spence and what makes him the ?Pied Piper of Purpose??

Over the last thirty-five years, Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Walmart, the Clinton Global Initiative, and many others achieve greatness by getting them to obsess 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. It?s the secret to developing a more fulfilling work life as well as a healthier bottom line.

Simply put, purpose is a definitive statement about the difference you are trying to make in the world. As Spence writes, ?It?s your reason for being that goes beyond making money?and it almost always results in making more money than you ever thought possible.? It?s not ?soft stuff,? as some might scoff. Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high-performing organization. It deserves just as much attention as strategy, execution, and innovation.

A real purpose can?t just be words on a piece of paper. It has to get under the skin of every member of your organization?like Southwest?s purpose of ?democratizing the skies? or Walmart?s of ?saving people money so they can live better.? If you get it right, your people will feel great about what they?re doing, clear about their goals, and excited to get to work every morning. No organization is too big or too small, too niche or too mundane, to benefit from a clearly defined purpose.

Spence and coauthor Haley Rushing share their insider insights and case studies to help you discover your organization?s purpose, proclaim it to the world, and apply it to everything you do. This book will force you to address some tough and profound questions:

* What difference do we want to make in the world?
* What do we really stand for?
* Do we have purpose-based leaders in key roles?
* Do our employees feel like what they do matters?
* Would our customers miss us if we ceased to exist?
* Do we bring our purpose to life everywhere we can?both internally and externally?

Spence?s hard-won lessons will change the way you view your job, your business model, your leadership style, and your marketing. They will help you make money, make a difference, and?with a little luck?make history.