Читать книгу Selling With Noble Purpose - McLeod Lisa Earle, Lisa Earle McLeod - Страница 32

You'll notice that none of the preceding examples include discovering lifesaving new drugs or creating world peace. They come from five very different organizations in industries whose products (commercial banking, foundation repair, IT support, travel, and court services) don't always scream “Noble Purpose.”

I intentionally chose these organizations to demonstrate how seemingly ordinary companies are harnessing the power of purpose. These examples demonstrate that no matter what you sell, you can always find your NSP.

If the guys at a concrete company can find their NSP, so can you.

You might also notice that when we talk about these firms, we don't use impersonal pronouns. Instead of saying “The company uses its NSP to differentiate,” we say “The company uses their NSP to differentiate.” Our words create worlds. Referring your company as an “it” is as impersonal as referring to customers as its. The best teams don't talk about the company and the customers; they talk about our company and our customers.