It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose (Roy M. Spence; JR, 2009)

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  • The power of purpose is not a marketing idea of a sales idea. It’s a company idea. Purpose drives an entire organisation and it answers why the brand exists.
  • Purpose: drives everything, is a path to high performance, fosters visionary ideas and meaningful innovation, moves mountains, will hold you steady in a turbulent marketplace, injects your brand with a healthy dose of reality, recruits passionate people, brings energy and vitality to the work at hand, contributes to life well lived.
  • Leadership principle - protect the troops, prepare yourself to be lucky, be curious, focus on the journey, practice the golden rule (how would I want to be treated?), fess up when you mess up, dump the garbage, help people believe in themselves


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