Product Description

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.

Product Details

• Amazon Sales Rank: #28533 in Books
• Published on: 2009-02-05
• Format: Bargain Price
• Number of items: 1
• Binding: Hardcover
• 336 pages

From Publishers Weekly
Every business should strive for more than just profit; it should aim to become an organization of great purpose—pledged to make money, make a difference and make history, cheerleads Spence, chairman and CEO of ad agency GSD&M. The author supplements uplifting homilies with case studies (starring his clients) to argue that a high-concept purpose can bring vitality to any company. Southwest Airlines, for example, worked hard not just to lure customers away from older airlines but to offer affordable air travel, democratizing the skies. Likewise, Wal-Mart brings goods that were once distant luxuries to rural families. Highway littering was rising by 17% per year in Texas until an enterprising politician appealed to state pride with the Dont Mess with Texas campaign. Spence argues that people work harder and more joyfully when they believe they are part of something larger than themselves; he speaks enthusiastically about employees turned into company evangelists and the power of purpose-based leadership. This is a positive reminder of the private sectors potential in making a difference in the world. (Feb.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review
“Roy Spence is a brilliant, sparkling gem. Dedicated to the idea that true greatness comes in direct proportion to passionate pursuit of a purpose beyond money, he has inspired and changed leaders in every sector.”
— Jim Collins, author of Good to Great; coauthor of Built to Last

“If you’re looking for a way to inspire people, mobilize the talent and energy of your organization, and make a real difference, the road map and case studies in this book will help you do it.”
— Bill Clinton

“Roy Spence’s instructive book reflects his charismatic genius, his evangelical zeal, and his synergistic understanding of what makes businesses lodge in the hearts, not just the minds, of employees and customers.”
— Herb Kelleher, founder, Southwest Airlines

“Roy Spence’s creative brilliance has been an enormous influence on helping people better understand what the PGA TO UR stands for. The wisdom contained in this book is a great resource for those who want to lead their business with a purpose.”
—Tim Finchem, commissioner, PGA Tour

“Roy Spence has nailed the power of purpose in this visionary book and it will motivate and inspire you to find and fulfill a purpose at the heart of your organization.”
— Jim Stengel, former P&G global marketing officer and President/CEO, The Jim Stengel Company

“At BMW, we live and breathe purpose. Roy’s book and the powerful way he outlines how to bring purpose to life within your entire organization is the clearest game plan ever written on how to win on purpose.”
— Jack Pitney, vice president marketing, BMW of North America

“Roy Spence has a great gift for getting to the heart of the matter. Fearless in questioning the status quo and relentless in rejecting cynical shortcuts, he has his finger on the pulse of America like no one else.”
— Margaret Heffernan, Author of How She Does It

“Roy Spence’s book demonstrates the power of purpose in building successful organizations. He shows how to discover your purpose, cultivate it, and use it to make a difference as well as to make profits.”
— Bill Novelli, CEO, AARP

About the Author
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. He has also worked closely with presidents George H. W. Bush (41) and Bill Clinton (42) to encourage Americans to make a difference with disaster relief efforts. He has been awarded Ad Man of the Year, Idea Man of the Century, University of Texas Distinguished Alumnus, and a whole string of other bests. A popular keynote speaker, he regularly addresses audiences from the business, government, and nonprofit communities. His purpose is to try to make a difference in all that he does.

Haley Rushing is chief purposologist and cofounder of the Purpose Institute along with Roy Spence. She has helped some of the country’s most extraordinary organizations discover and bring to life their core purpose and authentic core values, including Southwest Airlines, Walmart, Charles Schwab, Norwegian Cruise Line, Whole Foods Market, World Market, Univision, the American Council on Education, Texas A&M, Louisiana and the American Red Cross.

Customer Reviews

Mission Statement + Corporate Responsibility = Purpose
There are lots of business books on making money, finding your niche, competing against the big companies, having a purpose. No, wait. That last one. Doesn't every business have a purpose? Well, according to Spence, companies not only need to have a purpose beyond just making money, but they have to have it simple enough for it to permeate every level of the company; leaders, employees, vendors and customers. Now, this is pretty much like the mission statement trend of a few years back, that spawned hundreds of books and probably millions of consulting hours. Spence has taken mission statements, and added in the new trend of corporate responsibility, and made it more casual. And, it works.

His core thesis is that a company's road to success is to have a purpose beyond just making money. It needs to make a difference in some way that can create passion for all the stakeholders. Wal-Mart's is "Save people money so they can live better," Google's, "Help people find what they are looking for." There are plenty of examples from companies about what their purpose (or unofficial mission statement) is, and how to find one for your company. There are good steps to forming a purpose (in the event you don't actually have one beyond making a profit) and plenty of sidebar information on articulating it within your organization (and non-profits will find useful information as well.)

An important book for entrepreneurs - and anyone in public relations!
This is clearly a critical addition to the bookshelf of anyone who wants to start their own business and also feel they are doing something worthwhile with their lives, in addition to earning a living. The entire concept of knowing your purpose can make the difference between success and failure and is the core element of all 318 pages. In addition to knowing your purpose (which, in essence, is your position in the marketplace), a critical question asked by the authors is would your customers miss you if your company (or your product) ceased to exist? For all the good intentions you may have, someone out there has to be interested in what you are selling - whether it's a product, a service or even a political concept.

PR professionals, especially, should read this book. If the idea behind the product you are selling - or the ideals, beliefs or positions of the person you represent - is not in tune with your own purpose (even your soul), think hard about finding a different client. Being true to yourself, "what you stand for," is step one in truly making a difference in our very complex society. (Reviewed by the author of: Personal Publicity Planner: A Guide to Marketing YOU and Top Cops: Profiles of Women in Command)

What you stand for - critical today
In today's world of multiple choices, clutter and people who are just too busy to notice or even care, standing for something is the only way forward. Great book, good examples and practical advice to advance how you can stand up and stand out.