Читать книгу Selling With Noble Purpose - McLeod Lisa Earle, Lisa Earle McLeod - Страница 26

Imagine you're sitting in a jet parked on a runway. If you alter your direction 10 degrees north, you wind up at a totally different destination. This is how just a small shift at the start of the journey puts you on an entirely new trajectory.

Establishing your NSP is the seemingly small shift on the runway that takes you to a more exciting destination. You may already have a clear purpose statement, or your NSP may be found inside your existing mission and vision. Or you may be starting from scratch. Whatever the case, as you read this section, notice how these organizations use their NSP as a starting point to create competitive differentiation, ignite emotional engagement, and drive revenue growth.

The following are examples of organizations driving exceptional results by using an NSP. Keep in mind as you read these examples that crafting your NSP is the start of the process.