On Purpose

To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey.

Shaun and Andy have created another great book, On Purpose, describing simply how great businesses use purpose and focus to fill customer needs and create value. Well done.

Creating a WOW experience for customers starts with creating a WOW experience for employees and both need to be based on your purpose. This book can show you how.

With their latest book, Shaun Smith and Andy Milligan delve even further into the fabric of customer-focused companies, exploring the very purpose of these brands, and making a convincing correlation between customer advocacy and a strong sense of company purpose.... But On Purpose isn't just thought-provoking - it is also action-provoking. It will surely generate an urgent sense of soul-searching amongst those whose brands are built as money-making machines. But it will also encourage those brands built on more purposeful foundations to revisit their philosophies and ensure that these are being clearly communicated both to employees and customers. The key message of this terrific book is that brands need to be engaging and inspiring to stand out from the crowd. And without a clear sense of purpose - within the company, its leaders, its staff and its communications - brands will struggle to be distinctive.

Shaun Smith and Andy Milligan have added another strong chapter to their purpose. This is a must read for any leader who is looking at differentiating their business by asking the important why and why us questions. It will provide excellent guidance on how to create your own journey and, most importantly, how to stick to it once your business purpose has been found.