Leading with Noble Purpose How to Create a Tribe of True Believers

We made some incorrect assumptions about work and those assumptions are killing us. We allowed a narrative that is solely about earnings to replace what we know to be true about human motivation.

Human beings are hardwired to seek purpose, but according to data, most people don't feel a sense of purpose in their work. Work has become a grind, an endless series of tasks that lack meaning.

Building upon her bestseller Selling with Noble Purpose, leadership expert Lisa Earle McLeod tackles the employee engagement crisis by showing leaders how to put workplace meaning front and center. McLeod, whose clients include organizations like Google, Hootsuite, and Roche, asserts that many organizations are unconsciously squandering their greatest asset—their people's passion. By putting profit before purpose, organizations eroded the very thing that makes a business great.

The narrative of profit, earnings, and bonuses was supposed to improve employee performance, but it had the opposite effect. It stripped the joy and meaning from work in ways that have a chilling effect on morale, performance, and ultimately profit. In this new book, McLeod shows leaders how to:

• Win the hearts and minds of employees, clients, and stakeholders through a Noble Sales Purpose
• Reframe your approach to metrics so that they accelerate performance
• Create a tribe of True Believers who drive revenue and do honorable work

People want to make money and make a difference. Leading with Noble Purpose shows leaders how to do both.

When it comes to the workplace, LISA EARLE MCLEOD is passionate about two things: competitive differentiation and emotional engagement. She is a globally recognized strategy consultant, executive adviser, and keynote speaker whose clients include Google, Hootsuite, Novartis, and Roche. McLeod's bestseller, Selling with Noble Purpose, was a game-changer in the world of sales. Now, in Leading with Noble Purpose she shows leaders how to find and scale purpose across an entire organization.

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Introduction: Why Work Matters ix

PART I The Noble Purpose Leader 1

Chapter 1 Profit is Not a Purpose 3

Chapter 2 Are You Telling aMoney Story or aMeaning Story? 21

Chapter 3 How Metrics Drive Mediocrity 35

Chapter 4 Go Beyond the Numbers 47

Chapter 5 Make Your Customers Human 55

Chapter 6 Dare to Be Different 67

Chapter 7 Be Brutal about Airtime 77

Chapter 8 Create Your Purpose Framework 93

Chapter 9 Be For, Rather Than Against 103

Chapter 10 Don’t Confuse Culture with Collateral 109

Chapter 11 Take “Yes, But” Off the Table 127

Chapter 12 The Folly of Internal Customers 135

Chapter 13 Name Your Noble Sales Purpose 147

Chapter 14 How to Keep Purpose from Being Hijacked 155

Chapter 15 Why Your Backstory Matters 163

Chapter 16 Give Yourself Space to Say No 175

Chapter 17 Believe in the Dignity of Your Business 185

Chapter 18 The DNA of a Noble Purpose Leader 195

PART II Implementation Guide for Noble Purpose Leaders 201

Chapter 19 Claim Your Noble Purpose 203

Chapter 20 Prove Your Noble Purpose 207

Chapter 21 Launch Your Noble Purpose 211

Chapter 22 Operationalize Your Noble Purpose 217

Chapter 23 Embed Your Noble Purpose 223

Acknowledgments 227

Index 229

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