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The Guiding Purpose Strategy Hardcover – November 30, 2017
"Enlightenment Now: The Case for Reason, Science, Humanism, and Progress"
Is the world really falling apart? Is the ideal of progress obsolete? Cognitive scientist and public intellectual Steven Pinker urges us to step back from the gory headlines and prophecies of doom, and instead, follow the data: In seventy-five jaw-dropping graphs, Pinker shows that life, health, prosperity, safety, peace, knowledge, and happiness are on the rise. Learn more
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The book starts with a view as to why brands and businesses should deliver integrity from within, how Purpose is different from Strategy and sort of sits at a meta-level above both strategy and leadership. And clearly in a world that is more and more transparent I can see how this adds up; the argument is that there is no hiding, so 'bad behavior' on a corporate level will bubble up ever more quickly. It's sort of intuitive, but nicely brought to live. I really like the chapter on Cartography and map making, this is very nice link to how we as humans have started to use navigation as a very early tool to find direction and it also forms the bridge to the GPS analogy. As a non brand person, I found this a stimulating read, very broad, a rich and non-jargon vocabulary make this a fresh and sophisticated piece of literature.
For someone being into business in general, this feels good. If you're new to branding, this is a good way to get you started, too, so long as you don't expect yet another a functional 'how to' marketing book. The Guiding Purpose Strategy is in my view beyond that already.
This book is a must-read for hands-on marketers, brand consultants, and CMOs.