"Roy Spence is a brilliant, sparkling gem. True greatness comes in direct proportion to passionate pursuit of a purpose beyond money." -Jim Collins, author of Good to Great

Over the last thirty-five years, Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Wal-Mart, the Clinton Global Initiative, and many others achieve greatness by obsessing about one big idea: purpose. With purpose as the North Star, employee engagement is higher, competition is less threatening, customers are more loyal, and innovation flows.

As Spence writes, "Purpose is a reason for being that goes beyond making money-and it almost always results in making more money than you ever thought possible." Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high- performing organization, deserving just as much attention as strategy, execution, and innovation.

These insider insights and case studies will help you discover your organization's purpose, proclaim it to the world, and apply it to everything you do.

About the Author

Roy M. Spence Jr. is chairman and CEO of GSD&M Idea City, a leading national marketing communications and advertising company that has helped grow some of the world’s most successful brands. In 1971, Roy and a group of friends founded the agency just after graduating from the University of Texas at Austin. Roy led an effort to build an environment where ideas are destined to flourish and making a difference was a priority from day one. Under Roy’s leadership, the agency flew with Herb Kelleher and Southwest Airlines and helped grow the most successful airline in aviation history and rode with Sam Walton and Walmart and helped build the largest company in the world. They cooked with Norm Brinker and Chili’s and helped serve up the most successful casual-dining restaurant in America and delivered for Ed Whitacre and AT&T and helped produce the largest telecommunications company in the world. And they declared “Don’t Mess with Texas,” creating one of America’s favorite advertising slogans.They went on to work with Presidents George H. W. Bush and Bill Clinton to encourage Americans to make a difference with disaster relief efforts. They work with the Clinton Foundation and the Clinton Global Initiative in making a difference around the world. And they brought perspective and unity to a damaged country after 9/11 with the moving “I Am an American” pro-bono ad campaign. Through their philosophy called Purpose-based Branding,™ GSD&M Idea City and their Purpose Institute division help organizations identify, simplify and articulate their purpose—the fundamental difference they’re trying to make in the world and their reason for being beyond making money. Through purpose and visionary ideas that make a difference, GSD&M Idea City is in the business of growing clients’ businesses.

Haley Rushing cofounded the Purpose Institute along with Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values in the world. Over the years, Haley has helped a number of the country’s most visionary organizations develop business strategies that are founded on a strong core purpose and authentic core values, including Southwest Airlines, Wal-Mart, Charles Schwab, Norwegian Cruise Line, Whole Foods, World Market, Univision, The American Council on Education, Texas A&M and, most recently, the American Red Cross. Haley and her husband, R. W., live in Austin, Texas with their twin daughters.

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