It’s Not What You Sell, It’s What You Stand For by Roy M. Spence with Haley Rushing is a good read. If you don’t want to read the entire book just read the summary at the end of each chapter. Below is an excerpt with principles you may find helpful in your business life.
Purpose drives everything. It will drive all major decision making and become the determining factor in how you allocate resources, hire employees, plan for the future, and judge your success.
Purpose is a path to high performance. It fulfills a deep-seated need that people have and will drive preference for your company.
Purpose fosters visionary ideas and meaningful innovation. It provides the motivation and direction necessary to create meaningful innovation.
Purpose moves mountains. It can rally the troops to overcome seemingly insurmountable odds.
Purpose will hold you steady in a turbulent marketplace. It will see you through when times get tough and the road seems unclear.
Purpose injects your brand with a healthy dose of reality. It is not something you can fake. It’s genuine. It’s real. And it’s something that your customers honestly appreciate about you.
Purpose recruits passionate people. It will make your organization more attractive to value-based, passionate people.
Purpose brings energy and vitality to the work at hand. It provides meaningful and sustainable motivation for employees.
Purpose contributes to a life well lived. Work is no longer a 9-to-5 job to be endured but a meaningful source of fulfillment and satisfaction.