Roy Spence has helped organizations such as Southwest Airlines, BMW, the University of Texas, Wal-Mart, the Clinton Global Initiative, and many others achieve greatness by obsessing about one big idea: purpose. Simply put, purpose is a definitive statement about the difference you are trying to make in the world. Purpose is the key to creating and maintaining a high-performing organization, deserving just as much attention as strategy, execution, and innovation. A real purpose can�t just be words on paper. It has to get under the skin of every member of your organization � like Southwest�s purpose of �democratizing the skies� or Wal-Mart�s of �saving people money so they can live better.� If you get it right, your people will feel great about what they�re doing, clear about their goals, and excited to get to work every morning. This audiobook will help you discover your organization�s purpose, proclaim it to the world, and apply it to everything you do. It will force your organization to address some tough and profound questions: � What do we really stand for? � Do our employees feel like what they do matters? � Would our customers miss us if we ceased to exist? � Do we bring our purpose to life everywhere we can? Spence�s hard-won lessons will change the way you view your job, your business model, your leadership style, and your marketing. They will help you make money, make a difference, and � with a little luck � make history.