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
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