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

ISBN-13: 9781118443699 / Angielski / Twarda / 2012 / 252 str.

Joey Reiman

Opis

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 -what gets me up in the morning?- instead of -what keeps me up at night?-

Spis treści

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

O autorze

JOEY REIMAN is founder and CEO of the global consultancy, BrightHouse, a company whose mission is to bring purpose to the world of business. Reiman has emerged as the leading expert in the area of purpose–inspired leadership, marketing, and innovation. His breakthrough purpose methodology and frameworks have been adopted by top firms, including Procter & Gamble, The Coca–Cola Company, McDonald′s, Nestlé, MetLife, SunTrust, Michelin, and many other Fortune 500 companies. Fast Company named him one of the 100 people who will change the way the world thinks. Reiman is married to women′s activist Cynthia Good. They have two sons, Alden and Julien, and reside in Atlanta, Georgia.

Blurb

"Reiman has written the rare business book that is well–crafted and emotionally compelling –– and actually useful!"
Robert I. Sutton, Stanford Professor and author of the New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss

"Joey Reiman, a purpose driven leader in his own right, has created an inspirational roadmap for leaders who want to thrive in today′s 24/7, fully transparent, and immediately accountable business world."
Sandy Douglas, President, Coca–Cola North America

"Personally, I believe living a life of purpose is meaningful and rewarding. This extends to business practices as well, as Joey has demonstrated in The Story of Purpose. Companies that engage their employees in a meaningful purpose can achieve higher levels of inspiration and engagement."
Bob McDonald, CEO, Procter & Gamble

"The Story of Purpose is one of the most insightful and thought–provoking books on branding since the beginning of the new millennium! Joey Reiman, in a compelling way, articulates why companies must make their brands purpose driven and make them meaningful to society and its stakeholders. This book is destined to make an everlasting impact on the practice of marketing."
Jagdish N. Sheth, Charles H. Kellstadt, Professor of Marketing, Emory University

"The Master Idea is a powerful concept that has inspired leaders at McDonald s to re–commit both to doing good and being good not one or the other in all that we do."
Neil Golden, Chief Marketing Officer, McDonald′s USA

"Over the past decade with the help of Joey′s consultancy, Brighthouse, we have brought ′purpose′ to more than 10 brands or businesses: Pepperidge Farm, Goldfish, Graco, Levolor, Calphalon, Rubbermaid and now American Standard.  Simply put, TRANSFORMATIONAL. Purpose creates value for everyone that touches the business by focusing energy around a big idea that can literally change the world. My encouragement: learn from Joey Reiman because he′s helped more different businesses adopt purpose than anyone alive today."
Jay Gould, CEO, American Standard