Leading with Noble Purpose
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McLeod Lisa Earle. Leading with Noble Purpose
Introduction: Why Work Matters
Why I Wrote This Book
Part I. The Noble Purpose Leader
Chapter 1. Profit is Not a Purpose
Unfortunately, It's Also Wrong
Purpose Drives Profit, Not the Other Way Around
Chapter 2. Are You Telling a Money Story or a Meaning Story?
Money Follows Purpose
Chapter 3. How Metrics Drive Mediocrity
Measuring Artistic Impression
Chapter 4. Go Beyond the Numbers
Turning Techies into Storytellers
Escape Me-Too Mediocrity
Dig into the Nuances
Chapter 5. Make Your Customers Human
Bringing Patients to Life
Making Basements Meaningful
Customer Impact is the Ultimate End Game
Chapter 6. Dare to Be Different
Igniting Passion in Resellers
Chapter 7. Be Brutal about Airtime
The Words of the Leader Matter
Chapter 8. Create Your Purpose Framework
Beautiful Questions versus Exhausting Questions
Give Your Customers a Seat at the Table
Chapter 9. Be For, Rather Than Against
“Kill the Competition” Is Not a Rallying Cry
Chapter 10. Don't Confuse Culture with Collateral
They're Avid Students of Leadership
They Operationalize Their Values
They Give Very Personal Recognition
They Overcommunicate
They're Totally Transparent
Culture across Ages and Stages
The GM Salute
Chapter 11. Take “Yes, But” Off the Table
Resetting the Negative
Chapter 12. The Folly of Internal Customers
Learning to Love People You Don't Even Like
Stop Talking about Internal Customers, Start Talking about Winning
Connect the Dots to Actual Human Beings
Correlate Nonperformance to Customer Impact
Chapter 13. Name Your Noble Sales Purpose
A Word about We
Chapter 14. How to Keep Purpose from Being Hijacked
Taglines Come and Go
Beyond the Value Proposition
Customers and Employees Are Not Your Masters
Customer-Centricity versus Customer-Impact
Commercial versus Philanthropic
Culture Follows Purpose, Not the Reverse
Training Is Not Enough
Cynics and Naysayers
Chapter 15. Why Your Backstory Matters
Say What You Need to Say
Chapter 16. Give Yourself Space to Say No
Doing the Right Thing Makes You Money, If You Go First
Don't Punish Errors of Enthusiasm
The Pre-Decision
Chapter 17. Believe in the Dignity of Your Business
The Moment I Fell in Love with Capitalism
Chapter 18. The DNA of a Noble Purpose Leader
Have Absolute Clarity about Your NSP
Part II. Implementation Guide for Noble Purpose Leaders
Chapter 19. Claim Your Noble Purpose
Answer the Three Big Discovery Questions
Get Clarity on Your Customers
Declare Your NSP
Chapter 20. Prove Your Noble Purpose
Create the Narrative
Personalize It
Identify your Acclerators
Chapter 21. Launch Your Noble Purpose
Put Your Purpose in Front of Your Team
Internalize Your Purpose by Department
Create the Sharing System
Deal with Cynics and Setbacks
Chapter 22. Operationalize Your Noble Purpose
Find Your Noble Knights
Bring Customers to Life Throughout the Company
Choose Your KPIs
Declare Your Purpose Externally
Make the Tough Calls
Make a Fuss, Routinely
Chapter 23. Embed Your Noble Purpose
Hire and Recruit with Purpose
Evaluate with Purpose
Bring Your Board on Board
Spotlight in Your Annual Report
Acknowledgments
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What if your work mattered so much to you that – on your deathbed – you found yourself wishing for one more day at the office?
While I was writing this book, my father died. In the months before his death, I had time to reminisce with him about his life's high points, among them, his job.
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Leading with Noble Purpose aims to rectify this problem. Noble Purpose is a business growth strategy. It's also much more. It's a call for today's leaders to set the bar higher, for themselves, their people, and their organizations. It's about bringing meaning back into the workplace.
Noble Purpose is a strategic shift in the way you approach business. Instead of focusing on internal metrics, a Noble Purpose strategy is built upon the external impact you have on your customers, the real live human beings who benefit from your services. Revenue, profit, and productivity are indicators of how well you're performing against your purpose.
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