On Purpose by Smith, Shaun -- Read -- Imperial Library of Trantor

Index

Cover Praise for On Purpose Title Page Contents Introduction PART ONE Stand up

01 Purpose driven

The wrong kind of purpose The right kind of purpose Insight helps to keep purpose relevant How purpose informs building your brand and your business giffgaff – a purpose-driven company

02 Purposeful leadership

It takes conviction It is more about behaving in a purposeful way than ‘doing good’ Stay true to your purpose as you grow Purposeful leaders show the way Purposeful leadership is about behaving, not saying

PART TWO Stand out

03 Infectious communication

Marketing should be a verb, not a noun Tell a story that people care about Bigger is not better When infectious communication goes wrong How do you engage in infectious communication? How to use infectious communication

04 Distinctive customer experience

Fix it or feature it Create a multi-sensory experience Involve your customers in improving the experience Reinventing your industry Don’t ‘flat line’ the customer experience Best Western – ‘Hotels with personality’

05 Continuous innovation

Constantly innovate in both large and small ways Drive innovation from a deep understanding of what target customerss value Use your purpose to drive growth Focus innovation on the things that make you different Stand out – a summary

PART THREE Stand firm

06 Cult-like culture

Creating the purposeful organization

07 Distinctive employee experience

08 Experience measurement

The service profit chain: reloaded Putting it together

09 Never stand still

That Berber moment… Get started and keep going IKEA Nissan Altro

10 On Purpose profile

The On Purpose research findings Eight practices common to all purpose-led brands

11 How to implement – successfully

The seven deadly sins of customer experience (CX) The CX Seven Step Guide: ENGAGE The CX Seven Step Guide: INSIGHT The CX Seven Step Guide: DEFINE The CX Seven Step Guide: DESIGN The CX Seven Step Guide: ALIGN The CX Seven Step Guide: MEASURE The CX Seven Step Guide: INNOVATE

12 Putting the principles into practice

Liberty Global Business Services – case study Advice for other leaders Premier Inn – case study Advice for other leaders

On purpose – multichannel The authors Acknowledgements Index Copyright