Introduction
                                    
                                        Employees crave purpose
                                            
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                                        The financial case for purpose-driven leadership
                                            
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                                1. Establishing a Purpose
                                    
                                        Profit is not a purpose
                                            
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                                        Identifying your customer
                                            
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                                        Naming and claiming a purpose statement
                                            
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                                        Building purpose into an organizational narrative
                                            
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                                2. Your Leadership Narrative
                                    
                                        Defeating the competition is not a rallying cry
                                            
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                                        Getting clear on your backstory
                                            
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                                        Being brutal about airtime
                                            
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                                        Metrics vs. mediocrity
                                            
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                                3. Engaging Your Team
                                    
                                        The folly of internal customers
                                            
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                                        Purpose in marketing
                                            
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                                        Purpose in sales
                                            
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                                        Culture vs. collateral
                                            
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                                        Disarming the naysayers
                                            
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                                4. Building Purpose to Last
                                    
                                        Decision-making
                                            
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                                        Believing in the dignity of your business
                                            
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                                        Life on purpose
                                            
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                                    Glossary_LeadingwithPurpose.zip
                                    
                                        (1000 KB)