It's Not What You Sell, It's What You Stand for: Why Every Extraordinary Business Is Driven by Purpose

This is one of the best marketing/business books I have read in years. Roy Spence really makes the point that all businesses should articulate their purpose on such higher ground that each CAN make the world a better place.

Roy Spence has a definitive point of view on understanding and defining purpose and he explains it in a logical, engaging way using examples drawn from his experiences at GSDM's Idea City. Perhaps because I was already familiar with some of the examples that he used, they were especially relevant and instructive. I read the book on a business trip (Kindle version) and was sufficiently taken by the concept to apply it at work when I returned. The consideration of how each element of strategy would relate to the group's purpose served to sharpen our discussions and I believe the end product (revised strategy) was considerably improved. I recommended this book as a useful read that succeeds at both conceptual and practical levels, and which will be relevant to anyone engaged in or wishing to understand strategic discussions.

It's Not What You Sell is a well writen and delightful, entertaining book that happens to be incredibly informative. Roy Spence uses stories from his interesting and varied client list to create an informative book about the new rules of business. I highly recommend it, especially to those at the CEO level of running a business, be it a large business or just a one man shop. You'll be entetained and amazed while you learn.

If you're a shareholder value evangelist who wants public companies to maximize their financial strength, read this book. If you believe that great companies exist to make a difference for their employees, customers, shareholders and communities, read this book. If you love brands that matter and leaders who inspire; if you believe that businesses can change the world; and if you know in your heart that the future can be better than we can even imagine right now, read this book. Read this book.

This is clearly a critical addition to the bookshelf of anyone who wants to start their own business and also feel they are doing something worthwhile with their lives, in addition to earning a living. The entire concept of knowing your purpose can make the difference between success and failure and is the core element of all 318 pages. In addition to knowing your purpose (which, in essence, is your position in the marketplace), a critical question asked by the authors is would your customers miss you if your company (or your product) ceased to exist? For all the good intentions you may have, someone out there has to be interested in what you are selling - whether it's a product, a service or even a political concept. PR professionals, especially, should read this book. If the idea behind the product you are selling - or the ideals, beliefs or positions of the person you represent - is not in tune with your own purpose (even your soul), think hard about finding a different client. Being true to yourself, "what you stand for," is step one in truly making a difference in our very complex society. (Reviewed by the author of: Personal Publicity Planner: A Guide to Marketing YOU and Top Cops: Profiles of Women in Command)