We're in the midst of a purpose revolution. Customers, employees, and investors are making it clear that they want companies to do more than provide good products, good prospects, and good profits - they want companies to do some social good too. Ironically, as this extremely timely book demonstrates, purpose-driven companies do better on nearly every traditional metric: greater customer loyalty, higher retention, more innovation, and a healthier bottom line.

But how do you become a purpose-driven company? Just crafting an inspiring new mission statement and starting a CSR program won't cut it, says John Izzo, who predicted the purpose revolution in his 1994 book Awakening Corporate Soul. Purpose must pervade every part of your organization. In this thoroughly researched hands-on guide, Izzo and Jeff Vanderwielen provide a tool kit for deeply embedding purpose into your leadership and organizational culture.

Using scores of real-world examples and practical exercises, Izzo and Vanderwielen help leaders find a truly authentic purpose, one that is a natural fit for them and their organization. They describe concrete actions leaders can take to ensure that employees own it, customers and recruits connect with it, and every corporate action and activity reflects it. They show leaders how to avoid common pitfalls on the path to purpose and how to use purpose to guide all their decision making.

In an increasingly crowded economic landscape, purpose gives you a powerful competitive advantage. But it does more than that. Finding and communicating an inspiring purpose will revitalize the entire organization, top to bottom. Purpose makes business more rewarding in every sense.

Jeff Vanderwielen

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