CEOs who overemphasize profit actually cost their companies millions, while leaders who put purpose before profit saw spectacular profits.
CEOs who overemphasize profit actually cost their companies millions, while leaders who put purpose before profit saw spectacular profits. What’s behind this new business trend of emphasizing purpose over profit?
The Noble Purpose movement is the brainchild of business consultant Lisa Earle McLeod. McLeod developed the Noble Purpose methodology after her research revealed organizations with a purpose beyond money outperform the market by over 350%. The three examples above are actually her clients.
This would be a great story to write as it capitalizes on the headlines. And it shows a viable economic alternative to greed and manipulation. Lisa is the go to source for this trend. A seasoned media commentator (Today & Good Morning America) and the sales leadership expert for Forbes.com, Lisa can provide hard data and compelling stories to demonstrate – Purpose drives profit, not the other way around.
Lisa says, “We’ve made some faulty assumptions about work, and those assumptions are killing us. We’ve allowed the money story to replace the meaning story. The narrative of earnings and bonuses that was supposed to improve employee performance has had the opposite effect. It has stripped the joy and meaning from work in ways that have a chilling effect on morale, performance, service, and ultimately profit itself.”
These CEOs are at the forefront of the new business model profiled in McLeod’s latest book, Leading with Noble Purpose: How to Create a Tribe of True Believers (Wiley; 2016).Naming and claiming a purpose bigger than money, and making that purpose the center of their organizations, has produced record revenues.
All CEOs and McLeod are available for an interview.
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.
Melissa Connors, Publicity Manager
WILEY
mconnors@wiley.com