Some ideas are bigger than others, and the Master Idea—your company’s purpose—is the biggest. When Nike said, Just Do It, the company put a voice to the belief that human beings have no limits. When Disney asked people to wish upon a star, they instantly established the powerful idea that life is magical. The Story of Purpose details a proven approach to engage and align leadership and associates, suppliers and manufacturers, a sales force and customers, and brands and consumers through a higher purpose.

The Story of Purpose offers a blueprint for creating timeless messaging and powerful actions for both internal and external stakeholders. Learn how to uncover what makes your company distinctive and discover the fundamental force behind your organization that no competitor can replicate or replace. Through stories of purpose and best practices from Procter & Gamble, McDonald’s, Newell Rubbermaid, American Standard, and many more purpose-driven companies, this book promises to help you guide, inspire, and transform your organization. You’ll learn how to:

• Discover, articulate, and activate your Master Idea
• Move from a brand to a stand, and turn purpose into practice
• Lead with purpose and become the moral center of your company
• Define your organization’s culture around your shared beliefs
• Build a family of employees first and a company second

Your organization’s Master Idea or purpose has the power to propel your company to its fullest potential. It offers the opportunity to ignite you and your employees’ spirits, liberate your creativity, unleash your compassion for others, while driving dramatic business results. Instead of focusing on what keeps you up at night, The Story of Purpose will leave you asking yourself “what gets me up in the morning?”

Some ideas are bigger than others, and the Master Idea—your company’s purpose—is the biggest. When Nike said, Just Do It, the company put a voice to the belief that human beings have no limits. When Disney asked people to wish upon a star, they instantly established the powerful idea that life is magical. The Story of Purpose details a proven approach to engage and align leadership and associates, suppliers and manufacturers, a sales force and customers, and brands and consumers through a higher purpose.

The Story of Purpose offers a blueprint for creating timeless messaging and powerful actions for both internal and external stakeholders. Learn how to uncover what makes your company distinctive and discover the fundamental force behind your organization that no competitor can replicate or replace. Through stories of purpose and best practices from Procter & Gamble, McDonald’s, Newell Rubbermaid, American Standard, and many more purpose-driven companies, this book promises to help you guide, inspire, and transform your organization. You’ll learn how to:

• Discover, articulate, and activate your Master Idea
• Move from a brand to a stand, and turn purpose into practice
• Lead with purpose and become the moral center of your company
• Define your organization’s culture around your shared beliefs
• Build a family of employees first and a company second

Your organization’s Master Idea or purpose has the power to propel your company to its fullest potential. It offers the opportunity to ignite you and your employees’ spirits, liberate your creativity, unleash your compassion for others, while driving dramatic business results. Instead of focusing on what keeps you up at night, The Story of Purpose will leave you asking yourself “what gets me up in the morning?”