Find enduring success as a business owner by placing your personal why at the core of everything you do.
Purpose is the new black in business, but it′s already being dangerously misunderstood by companies the world over. It′s not about brand image, it′s about truth. The truth of why you want to run a company; the authentic motive that drives your passion to be your own boss; and the desire to deliver a win–win for both your business and your customer.
Generation Why is the new breed of business owners who totally get this. People of all ages and backgrounds who are rejecting the self–serving nature of conventional corporate behaviour and creating a new kind of capitalism based on authenticity and pride, not duplicity and greed. If that sounds like you then Truth. Growth. Repeat. is your user manual.
In jargon–free language it lays out:
- the leading driver of customer attraction in our new transparent world
- the path to surfacing your true purpose and finding its commercial value
- ways your true purpose will attract the smartest minds in your sector
- the virtuous circle that acts as a compass to guide your business growth
- tips for overcoming the cynicism and distrust of 21st century consumers.
If you run a startup or small business or are about to this important book is a must–have.
How to use this book xv
Part One: The Circle of True Purpose 1
1 Truth is a system 3
2 True Purpose 9
3 Attraction 27
4 Innovation 41
5 Growth 49
6 Reward 71
7 The right way around The Circle 101
8 The wrong way around The Circle 107
9 When The Circle becomes a galaxy 137
10 When The Circle becomes a black hole 143
Part Two: Finding your True Purpose 147
11 Picture this 149
12 Your first task: the Before Ad 153
13 Exercise A: Eulogy 157
14 Exercise B: Protest 165
15 Exercise C: Headline 187
16 Exercise D: Why Words 193
17 Exercise E: Purpose on a Page 203
18 Your final task: the After Ad 219
Part Three: Implementing your True Purpose 231
19 I get it, but what do I do with it? 233
20 Measuring your truth gap 235
21 You don t have to be perfect, you just have to want to be 245
22 Commercial viability 253
23 The Circle as a compass 267
24 The sliding doors effect 279
25 Ten tips for staying on–purpose 289
A final word 303
Coaching and conversation 305
Recommended reading 307
That other name on the cover 315
About the author 317
Mike Edmonds co–founded Meerkats, a brand leadership company built around the principles of consumer truth and organisational purpose. It has been named Campaign Brief Agency of the Year and has won awards around the world.