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This review is from: The Commitment Engine: Making Work Worth It (Hardcover)
I have never read a marketing book like this one. Everyone knows a business needs customers and until John's book, every marketing book I saw started with the customer. This one ends there; but it starts elsewhere, with Purpose.
Making money these days is hard and it gets so frustrating trying to figure-out what has to be done to get your customer's attention and then their money. The internet is totally spammed-over with people trying to "message" out what they think others want to hear in the hopes they can make some money from it. The Commitment Engine is for those tired of all the spam-like approaches, whether it's digital or real world cold calls. It calls for us to first look inside our business and ourselves to identify why what we do is important to us. If it's important to us; it's also important to others. Building on that knowledge of why we do our work, John develops a step by step process of how to take that purpose to people who "get it".
A global Enterprise can afford to be a financial entity crunching marketing numbers to get ahead; but not the individual business owner. A person needs meaningful income or they fail from either lack of money or burn-out from lack of meaning. This book describes a vital path, from business meaning to business income.
It's an obvious read for anyone in business for themselves; but the treasure trove is when every employee of a business can also experience purpose through their work. John Jantsch calls this a Fully Alive Business and the book is populated with examples of them. If any business has a desire to grow, there are footsteps to follow here.