It's not what you sell, it's what you stand for

the long version

Why every business needs a clear and compelling purpose- and how to get oneWith a purpose in place, decision making becomes easier. You can look at an opportunity or a challenge and ask yourself, Is this the right thing to do given our purpose? Does this further our cause? If it does, embrace it. If not, kick it out on its ass.As one of the country's most successful ad execs, Roy Spence is an expert on "winning on purpose"- articulating a goal beyond making money that focuses an entire company. His agency helped Wal-Mart define its purpose as saving people money so they could live better; and helped Southwest Airlines realize their true purpose of democratizing the skies.A company with purpose is a deeply satisfying place to work. You can sense it in the assuredness of front-line employees, the passion of leaders, and the satisfaction of customers. Innovation becomes easier and there's stability even in tough times.Now Spence and Rushing share their insider insights and case studies to show readers how to discover their own purpose and apply it to everything they do. This isn't "soft stuff"-it's the secret to deeper employee engagement, stronger marketplace focus, and a healthier bottom line.