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

Contents

About the Cover

Foreword

Preface

Introduction

Part I: The Purpose: Put Humanity Back in Business

Chapter 1: The Purpose of Work Is to Work on Purpose

How Packaged Goods Led to Packaging Good

Giving Care to the Caregiver

Purpose Brings Joy to the World

From Brand to Stand

What Is the Purpose of This Chapter?

Purpose Pointers

Chapter 2: Purpose-Inspired Leadership

We Need More Jobs

Procter’s Gamble

Shooting for the Moon and the Stars

P&G Pampers the World

Purpose Leaders Inspire Purpose

Purpose Leaders Follow Their Star

Banking on Purpose

Built to Lead

Davids in a World of Goliaths

What Is the Purpose of This Chapter?

Purpose Pointers

Chapter 3: The Master Idea

Some Ideas Are Bigger Than Others

Principles of a Master Idea

A New Narrative for Business

What Is the Purpose of This Chapter?

Purpose Pointers

Part II: The Black Box of Strategy

Chapter 4: Ethos: The Fruits Are in the Roots

The Power of Beginnings

Have You Met Life Today?

The World’s Wealthiest Private Company

Insuring a Whole Life

Return to Ethos for Greater Returns

We Exist versus We Discover

Visit Your Archivist Today

What Is the Purpose of This Chapter?

Purpose Pointers

Chapter 5: Culture: Creating the Cult in Your Culture

The Stories of Newell Rubbermaid

Culture Begins at Home

Symbols of Great Culture

The Best Culture Not on Earth

When Culture Is Grounded

Taking Culture to Heart

Flying Again on Purpose

How Will You Lift the World?

Culture Is Religion

Sun Capital Capitalizes on Culture

Culture Fixes What Is ...