Leading with Noble Purpose: How to Create a Tribe of True Believers

Is overemphasizing profit costing you money?

Most organizations shoot themselves in the foot by trying to drive growth through financial incentives. That approach rarely works.

Leading with Noble Purpose reveals the true catalyst for revenue growth, competitive differentiation and employee engagement.

That catalyst is Noble Purpose.

"McLeod shows leaders how to win the hearts and minds of customers, employees and shareholders. Highly recommended."
LEYLA D. SEKA, SVP and GM, desk.com at salesforce.com

"Ever wonder if your work really matters? You′re not alone. Huge numbers of employees are disengaged from their jobs and companies. Now Lisa McLeod has identified the cause: lack of purpose. When work is stripped of joy and meaning, performance plummets, customer service deteriorates, and profits shrivel. Leading with Noble Purpose shows leaders how to reignite emotional engagement."
DANIEL H. PINK, Author of Drive and To Sell is Human

"Other leadership books tell you that to rally your team you need a higher purpose. Leading with Noble Purpose shows you how to get that done."
MARSHALL GOLDSMITH, Author of Triggers and What Got You Here Won′t Get You There

"Rarely does a book come along that causes you to say, ′You had me at the preface!′ Leading with Noble Purpose is a poignant and powerful wake–up call to stop leading with superficial form and start leading with compelling substance. It is a strategy for success and a rallying cry for sanity and soul in how we run any business. McLeod writes with the profound wisdom and practical counsel you don′t want to miss."
CHIP R. BELL, Author of Sprinkles: Creating Awesome Experiences Through Innovative Service

Using the same engaging conversational style that packs her speaking engagements around the world, leadership expert Lisa Earle McLeod shares the nuts and bolts of how to bring Noble Purpose to life in every corner of your organization while reigniting your own passion for work.

Introduction: Why Work Matters ix

PART I The Noble Purpose Leader 1

Chapter 1 Profit is Not a Purpose 3

Chapter 2 Are You Telling aMoney Story or aMeaning Story? 21

Chapter 3 How Metrics Drive Mediocrity 35

Chapter 4 Go Beyond the Numbers 47

Chapter 5 Make Your Customers Human 55

Chapter 6 Dare to Be Different 67

Chapter 7 Be Brutal about Airtime 77

Chapter 8 Create Your Purpose Framework 93

Chapter 9 Be For, Rather Than Against 103

Chapter 10 Don t Confuse Culture with Collateral 109

Chapter 11 Take Yes, But Off the Table 127

Chapter 12 The Folly of Internal Customers 135

Chapter 13 Name Your Noble Sales Purpose 147

Chapter 14 How to Keep Purpose from Being Hijacked 155

Chapter 15 Why Your Backstory Matters 163

Chapter 16 Give Yourself Space to Say No 175

Chapter 17 Believe in the Dignity of Your Business 185

Chapter 18 The DNA of a Noble Purpose Leader 195

PART II Implementation Guide for Noble Purpose Leaders 201

Chapter 19 Claim Your Noble Purpose 203

Chapter 20 Prove Your Noble Purpose 207

Chapter 21 Launch Your Noble Purpose 211

Chapter 22 Operationalize Your Noble Purpose 217

Chapter 23 Embed Your Noble Purpose 223

Acknowledgments 227

Index 229

When it comes to the workplace, LISA EARLE MCLEOD is passionate about two things: competitive differentiation and emotional engagement. She is a globally recognized strategy consultant, executive adviser, and keynote speaker whose clients include Google, Hootsuite, Novartis, and Roche. McLeod′s bestseller, Selling with Noble Purpose, was a game–changer in the world of sales. Now, in Leading with Noble Purpose she shows leaders how to find and scale purpose across an entire organization.

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