Truth. Growth. Repeat. by edmonds, mike -- Read -- Imperial Library of Trantor

Index

truth. growth. repeat. contents introduction how to use this book

read it like a workshop manual when you see the word ‘business’ you don’t need to be a boss there’s no tax law in here

part one: the circle of true purpose

1 truth is a system 2 true purpose

oh no, he’s going to talk about steve jobs why motive matters high horse optional

the basic impact of true purpose the ultimate impact of true purpose

3 attraction

why does true purpose touch people? hiring on purpose explorers lead people who want what you want learn from a nerd true purpose is contagious true purpose powers progress in a time of change

4 innovation

the incredible mr honda phoney motivation delivers phoney innovation

5 growth

the little dairy company story

what happened next no pain, no change truth = growth mums know here’s the awesome bit

the monopoly of you on the defeat of deficiency advertising

6 reward

excuse me, your strategy is showing money (yes, money) commercial karma brand value company culture category improvement societal maturity the young learn better better capitalism, better world

7 the right way around the circle

it starts and ends with the truth

truth attracts the right people … … which drives true innovation … … which grows markets … … which generates rewards …

8 the wrong way around the circle

rewards first growth as pressure, not pleasure

the temptation to manipulate bad customer service is a clue to a lack of purpose

innovation. now! hurry! the three types of innovation

sustained innovation efficiency innovation market-creating innovation innervation beats innovation

wanted: some people and finally … oh yeah, we need a purpose, i guess

the more laps you do, the harder it gets the story of the little radio station that went the wrong way… then the right way — uh, then the wrong way again

9 when the circle becomes a galaxy

a galaxy of meerkats when truth becomes a movement

10 when the circle becomes a black hole

push out, so you don’t get sucked in

part two: finding your true purpose

11 picture this … 12 your first task: the before ad

the little furniture shop example worksheet: your before ad

13 exercise a: eulogy

who would come to the funeral? what would they say about your brand? a big-business example who wouldn’t come? worksheet: eulogy

14 exercise b: protest

march of the geeks what are you protesting against? what are you protesting for? a social-enterprise example another social-enterprise example (they’re great protesters) worksheet: protest can’t find the fire? write a letter ‘for too long now …’ ‘dear world …’ optional worksheet: ‘for too long now …’ optional worksheet: ‘dear world …’

15 exercise c: headline

the university example worksheet: headline

16 exercise d: why words

a quick word on brand archetypes the annoying stereotype the inspiring reality

the urban developer the energy company

it’s about taking control of you one final point worksheet: why words

17 exercise e: purpose on a page

editing your soul

eulogy protest headline why words

defining your true purpose (like … in words)

purpose on a page for ‘the little dairy company’ ‘could be’ versus ‘is’

worksheet: purpose on a page testing for the presence of true purpose

you your family and friends total strangers

18 your final task: the after ad

the little furniture shop the rural b&b the recruitment consultancy worksheet: your after ad

part three: implementing your true purpose

19 i get it, but what do i do with it? 20 measuring your truth gap

step 1 step 2 step 3 step 4 step 5 step 6 step 7 step 8 step 9 step 10

21 you don’t have to be perfect, you just have to want to be

a less-than-perfect example

22 commercial viability

testing viability professionally testing viability as you go check your toolbox testing on meerkats

23 the circle as a compass

TOMS shoes one degree matters give your compass a spin purpose is a long-term play

24 the sliding doors effect

scenario 1: how do i deliver good customer service?

the non-purpose-driven solution the purpose-driven solution

scenario 2: how can i drive sales growth?

the non-purpose-driven solution the purpose-driven solution

25 ten tips for staying on-purpose

convention is like gravity you’re now the rebels, not the government warning: purpose polarises naysayers can’t help themselves value the good feedback you’ll be tempted to go the wrong way

financial pressure financial windfall

ditch the cookie-cutter stuff don’t compare yourself heads up: effort hurts life is about trade-offs

a final word coaching and conversation recommended reading that other name on the cover about the author index EULA

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