The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy

Preface

The Story of Purpose is the next remarkable chapter for business. In this new era, purpose and meaning make for better brands, brighter companies, and lasting legacies for everyone involved.

I’ve spent decades consulting to many of the leading purpose leaders and top companies around the globe. As a result of my experiences, I wrote this book for individuals who want to elevate the role of business. My goal is to align companies with higher purpose to become part of a vanguard of visionaries who will transform society through the work of business.

Throughout history, people have desired meaning as much as money. Companies are now feeling that same desire, and business is bringing it on. Beyond shareholder value are unlimited resources created by businesses working toward greater purpose. This book is the culmination of 17 years of purpose theory, modeling, and application that global giants such as Procter & Gamble, McDonald’s, Carlsberg, and Newell Rubbermaid are now using with great success.

My purpose—and the mission of this book—is to inspire you with the work of the world’s most famous companies and equip you with the tools and strategies you need to make your organization as successful and respected as they are. Whether you are a student of business, an associate in a firm, an entrepreneur, or a chief executive officer, you will want to take part in this story.

Our journey begins at business’s new dawning and enters the offices of the world’s most purposeful leaders, ...