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

"Reiman has written the rare business book that is well–crafted and emotionally compelling –– and actually useful!" — Robert I. Sutton , Stanford Professor and author of the New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss "Joey Reiman, a purpose driven leader in his own right, has created an inspirational roadmap for leaders who want to thrive in today′s 24/7, fully transparent, and immediately accountable business world." — Sandy Douglas , President, Coca–Cola North America "Personally, I believe living a life of purpose is meaningful and rewarding. This extends to business practices as well, as Joey has demonstrated in The Story of Purpose . Companies that engage their employees in a meaningful purpose can achieve higher levels of inspiration and engagement." — Bob McDonald , CEO, Procter & Gamble " The Story of Purpose is one of the most insightful and thought–provoking books on branding since the beginning of the new millennium! Joey Reiman, in a compelling way, articulates why companies must make their brands purpose driven and make them meaningful to society and its stakeholders. This book is destined to make an everlasting impact on the practice of marketing." — Jagdish N. Sheth , Charles H. Kellstadt, Professor of Marketing, Emory University "The Master Idea is a powerful concept that has inspired leaders at McDonald’s to re–commit both to doing good and being good – not one or the other – in all that we do." — Neil Golden , Chief Marketing Officer, McDonald′s USA "Over the past decade with the help of Joey′s consultancy, Brighthouse, we have brought ′purpose′ to more than 10 brands or businesses: Pepperidge Farm, Goldfish, Graco, Levolor, Calphalon, Rubbermaid and now American Standard.  Simply put, TRANSFORMATIONAL. Purpose creates value for everyone that touches the business by focusing energy around a big idea that can literally change the world. My encouragement: learn from Joey Reiman because he′s helped more different businesses adopt purpose than anyone alive today." — Jay Gould , CEO, American Standard

About the Cover xiii Foreword Philip Kotler xv Preface xvii Introduction 1 I THE PURPOSE: PUT HUMANITY BACK IN BUSINESS 5 1 The Purpose of Work Is to Work on Purpose 7 2 Purpose–Inspired Leadership 17 3 The Master Idea 33 II THE BLACK BOX OF STRATEGY 41 4 Ethos: The Fruits Are in the Roots 43 5 Culture: Creating the Cult in Your Culture 53 6 Values: Your Most Valuable Asset 67 7 Strategy: The Plan to Win 80 8 Tactics: All You Need Is Love 99 III PURPOSE, INC.: HOW TO INCORPORATE PURPOSE INTO YOUR BUSINESS 115 9 Investigation 119 10 Incubation 131 11 Illumination 146 12 Illustration 161 IV CREATING A LASTING LEGACY 175 13 The Road to Camelot 177 14 A World on Purpose 195 Epilogue: Collective Purpose Is Our Saving Grace 209 Notes 213 Resources 221 About the Author 223 Acknowledgments 225 Index 231

JOEY REIMAN is founder and CEO of the global consultancy, BrightHouse, a company whose mission is to bring purpose to the world of business. Reiman has emerged as the leading expert in the area of purpose-inspired leadership, marketing, and innovation. His breakthrough purpose methodology and frameworks have been adopted by top firms, including Procter & Gamble, The Coca-Cola Company, McDonald's, Nestlé, MetLife, SunTrust, Michelin, and many other Fortune 500 companies. Fast Company named him one of the 100 people who will change the way the world thinks. Reiman is married to women's activist Cynthia Good. They have two sons, Alden and Julien, and reside in Atlanta, Georgia.