It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose (Hardcover)

~ Roy M. Spence Jr. (Author), Haley Rushing (Contributor)
Key Phrases: great purpose statement, saving people money, how purpose, Southwest Airlines, John Deere, American Red Cross (more...)

Editorial Reviews

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.)
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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

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Product Details

• Hardcover: 336 pages
• Publisher: Portfolio Hardcover (February 5, 2009)
• Language: English
• ISBN-10: 1591842417
• ISBN-13: 978-1591842415
• Product Dimensions: 9.1 x 6.2 x 1.3 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #71,218 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Mission Statement + Corporate Responsibility = Purpose, February 6, 2009

By	Sacramento Book Review "SacramentoBookReview.com" (Sacramento, CA) - See all my reviews

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.)

2 of 2 people found the following review helpful:

5.0 out of 5 stars An important book for entrepreneurs - and anyone in public relations!, February 16, 2009

By	Marion E. Gold "Book Author & Editorial Writer" (Chicago, IL USA) - See all my reviews (REAL NAME)

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)

4.0 out of 5 stars Good book for any entrepreneur, August 6, 2009

By	Patrick Talmadge (Seattle, WA) - See all my reviews (REAL NAME)

The goal of It's Not What You Sell, It's What You Stand For is to show that every business should strive for more than just profit. Businesses should try to become an organization of purpose. Spence has several examples from his consulting business; including Southwest Airlines, Walmart, BMW, PGA Tour, and more. Spence argues that people work harder and more joyfully when they believe they are part of something larger than themselves.

It's Not What You Sell, It's What You Stand For has some interesting points. I think Spence has some valid points that will work for large organizations like his examples from the book. Smaller companies will find a more difficult time finding the capital to make a difference. Roy Spence's overall goal with this book is to address the fact that companies goal shouldn't just be profit.