The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy -- Copyright -- Contents -- About the Cover -- Foreword -- Preface -- Introduction -- I: The Purpose: Put Humanity Back In Business -- 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 -- 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 -- The Toolbox for Purposeful Leadership -- Hammer Home Purpose Every Day -- Nail Your Values -- Chisel Your Talent -- Bolt Together the Organization -- Measure Purpose -- Davids in a World of Goliaths -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 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 -- II: The Black Box of Strategy -- 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 -- 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 Broken -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 6: Values: Your Most Valuable Asset -- Why Values Count -- What Are Your Values? -- The Happy Meal Revolution -- From Toys to Joys -- WWKD (What Would Kroc Do?) -- The McDonald's Values -- Ketchup in Their Veins -- Seeing the Milkshake as Half Full -- One in a Billion -- Drive Through It -- The Golden (Arches) Rule -- How Will We Fill Families with Joy? -- BrightHouse Values -- The Value of Values -- Quick, Name Your Values -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 7: Strategy: The Plan to Win -- Taking Aim to Reach the Destination -- The WOW Strategy: Work On Why -- The Three Ws of Strategy -- BCG: The Birthplace of Strategy -- The Hero's Journey -- Newell Rubbermaid Makes Purpose a Star -- From Brands Bought to Brands That Matter -- The Parent Learns from the Child -- Illuminating What Matters -- Looking for Values in All the Right Places -- A Trick That I Wouldn't Trade -- Redefining the Plan to Win -- Building a New Strategy to Cement the Future -- Competitive versus Distinctive Advantage -- How to Be Indispensable -- Locate Your Black Box -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 8: Tactics: All You Need Is Love -- Love Is the Secret -- Word of Mouse Marketing -- The Business of Love -- Brand Passion -- Brand Intimacy -- Brand Commitment -- Love Is a Super Market -- Love Begins at Home -- Company Passion -- Company Sharing -- Company Commitment -- What Brand Do You Love? -- You Scratch My Brand, I'll Scratch Yours -- Darwin Pays a Visit to Marketing -- The Evolution of Business -- What Is the Purpose of This Chapter? -- Purpose Pointers -- III: Purpose, Inc.: How To Incorporate Purpose Into Your Business -- 9: Investigation -- First, Search the Research -- The More Questions You Ask, the More Answers You Get.

In Search of Your Destiny -- Digging for Ethos -- Money Is the Root of All Good -- Investigating the World -- Courage to Do What You Love -- Raising the Standard -- From Toms to Johns -- The Sum Is Bigger Than Its Parts -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 10: Incubation -- Business at the Speed of Molasses -- Heartstorming: The New Brainstorming -- And Then There Was Light -- The Modern-Day Algonquin Round Table -- Invitations to the World's Greatest Cocktail Party -- VIP: Very Important Purpose -- Banking on Luminaries -- Purpose Cleans Up -- Diving into Humanity -- Lead Characters in Your Story of Purpose -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 11: Illumination -- How to Have a Eureka Moment -- Collaboration Creates More Light -- Thread 1: Innocence -- Thread 2: Curiosity -- Thread 3: Compassion -- The Result: Collaboration -- Places to Think -- Minds at Work -- Illumination Is Magic -- Articulating Your Master Idea -- Use the Venn Diagrams to Craft Your Purpose -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 12: Illustration -- Truth in Advertising -- Master Ideas Are Not Slogans -- Be It, Do It, Say It -- Be Is Who You Are -- Be Hammers It Home for Irwin -- Be Is the Recipe for Calphalon -- Do Is Living Your Why Through Actions -- Do Is the Write Stuff for Paper Mate -- Purpose Cuts Through -- A Bicycle Built for 20 Million -- Purpose Puts the Pop in Popcorn -- What Is the Purpose of This Chapter? -- Purpose Pointers -- IV: Creating a Lasting Legacy -- 13: The Road to Camelot -- The Journey to Camelot -- Operational Excellence (The X-Axis) -- Soulful Excellence (The Y-Axis) -- Camelot: The Best of Both Worlds -- Working on the Plantation -- Castle in the Sky Recruiting Now -- Gates Open at the Fortress -- What Company Do You Work In?.

Your Motivation: What Drives Your Organization? -- Your People: What Do They Call You? -- Your Employees -- Decisions: How Are They Made? -- Thinking: What's the Prevailing Mind-set? -- Look: How Do They View the World of Business? -- Advantage: What Is the Organization's Edge in the Marketplace? -- Their Constituents -- Questions for the Quest -- Answering the Call -- One Brief Shining Moment -- What Is the Purpose of This Chapter? -- Purpose Pointers -- 14: A World on Purpose -- A Modern-Day Fairy Tale for Business -- Once Upon a Time -- Suddenly -- Luckily -- Happily Ever After -- Which Goliath Will Your Company Slay? -- How to Make a Dent in the Universe -- Coming Together on Purpose -- Marketer as Healer -- The Unified Theory of Purpose -- The Best Business Model on Earth -- The Purpose Reset -- What Is the Purpose of This Chapter? -- Purpose Pointers -- Epilogue: Collective Purpose Is Our Saving Grace -- Marching Forward -- Notes -- Resources -- About the Author -- Acknowledgments -- Index.