Truth. Growth. Repeat.: A Business Manual for Generation Why

Find enduring success as a business owner by placing your personal why at the core of everything you do.

Purpose is the new black in business, but it′s already being dangerously misunderstood by companies the world over. It′s not about brand image, it′s about truth. The truth of why you want to run a company; the authentic motive that drives your passion to be your own boss; and the desire to deliver a win–win for both your business and your customer.

Generation Why is the new breed of business owners who totally get this. People of all ages and backgrounds who are rejecting the self–serving nature of conventional corporate behaviour and creating a new kind of capitalism based on authenticity and pride, not duplicity and greed. If that sounds like you then Truth. Growth. Repeat. is your user manual.

In jargon–free language it lays out:

the leading driver of customer attraction in our new transparent world the path to surfacing your true purpose and finding its commercial value ways your true purpose will attract the smartest minds in your sector the virtuous circle that acts as a compass to guide your business growth tips for overcoming the cynicism and distrust of 21st century consumers.

If you run a startup or small business or are about to this important book is a must–have.

Introduction xi

How to use this book xv

Part One: The Circle of True Purpose 1

1 Truth is a system 3

2 True Purpose 9

3 Attraction 27

4 Innovation 41

5 Growth 49

6 Reward 71

7 The right way around The Circle 101

8 The wrong way around The Circle 107

9 When The Circle becomes a galaxy 137

10 When The Circle becomes a black hole 143

Part Two: Finding your True Purpose 147

11 Picture this 149

12 Your first task: the Before Ad 153

13 Exercise A: Eulogy 157

14 Exercise B: Protest 165

15 Exercise C: Headline 187

16 Exercise D: Why Words 193

17 Exercise E: Purpose on a Page 203

18 Your final task: the After Ad 219

Part Three: Implementing your True Purpose 231

19 I get it, but what do I do with it? 233

20 Measuring your truth gap 235

21 You don t have to be perfect, you just have to want to be 245

22 Commercial viability 253

23 The Circle as a compass 267

24 The sliding doors effect 279

25 Ten tips for staying on–purpose 289

A final word 303

Coaching and conversation 305

Recommended reading 307

That other name on the cover 315

About the author 317

Index 323

Mike Edmonds co–founded Meerkats, a brand leadership company built around the principles of consumer truth and organisational purpose. It has been named Campaign Brief Agency of the Year and has won awards around the world.