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Bleed a Creed: How to Create and Activate a Powerful Brand Purpose, by Matt Carcieri with Foreword by Jim Stengel

Bleed a Creed: How to Create and Activate a Powerful Brand Purpose, by Matt Carcieri with Foreword by Jim Stengel
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"Bleed a Creed: How to Create and Activate a Powerful Brand Purpose, by Matt Carcieri with Foreword by Jim Stengel"
This book’s seven instructive chapters will help discover your organization's point of view, and how to craft a creed that will engage your organization in making purpose your enterprise’s North Star.
Price: $30.00
Availability: In Stock
Item #: 1114
Author: Carcieri, Matt
Average Rating: 5 out of 5 Stars!

Is there Purpose in YOUR veins?

If you’re like most business leaders today, you believe in the power of purpose. That makes you part of one of the biggest movements in the history of business. Like a glacier reshaping the contours of commerce, purpose is fundamentally changing the discipline of management, the experience of employees, the fruits of capitalism and the future of the world. 

Although “purpose” as a term is getting a lot more attention these days, the concept and practice have been around for centuries. For as long as there’s been industry, enlightened leaders have framed their businesses around idealistic aims. Upon the founding of Johnson & Johnson in 1886, Robert Wood Johnson declared that his surgical-dressings start-up existed to “alleviate pain and disease.” Walt Disney created his company with the aim to “bring happiness to millions.” And William Hesketh Lever, the founder of Lever Brothers, set out to “make cleanliness commonplace.” 

While purpose isn’t new, its role and location in the ecosystem of business has become much more central. That change started happening in the 1990s and has accelerated dramatically in recent decades. Whether you’re starting a new business or relaunching a brand that has lost its way, you’re building your heritage myth NOW. This book will help you explore lines of inquiry to identify your governing motivations and make them explicit.

Recent studies report that 80 percent of companies that over-perform on revenue growth link everything they do to purpose, and brands with a purpose have outperformed the stock market by 120 percent. Other studies report that Millennials are five times more likely to stay with a company when they have a strong connection to its purpose; 51 percent of job candidates won’t work for your company if it doesn’t demonstrate strong social and environmental commitments; and 85 percent of consumers say they prefer brands that behave responsibly.

While most business leaders understand the stakes and seek to tap the power of purpose, only a minority of companies and brands are successfully turning the promise of purpose into business-building reality. Many equate “purpose” with “mission” and “vision” but only the most successful understand the important difference between these terms and why it matters. Too often, leadership walks out of a purpose-definition session inspired by the outcome but doesn’t follow through on activation and the sustained effort it requires.

In Bleed a Creed, one of the world’s foremost “purposologists” cracks the code on achieving purposeful success. In this navigational guidebook, Matt Carcieri will help you overcome the purpose challenge: the challenge of finding a true passion and set of beliefs, and then devoting your organization to the work of pursuing the five greatest opportunities that drive success in purpose-driven organizations.
 
This book’s seven instructive chapters will help understand why great purpose starts with a definitive creed, how to discover your point of view, and how to craft a creed that will engage your organization in making purpose your enterprise’s North Star.
 
(200 pages, hardcover, ISBN: 978-1-941688-62-5; April 2019)
 
 
 
 
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