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- Wiley
More About This Title Truth. Growth. Repeat. - A Business Manual for Generation Why
English
The plain English guide to growing your business with purpose.
Avoiding corporate jargon and overly-academic theorising in favor of a commonsense analysis of modern business behaviour, Truth, Growth, Repeat is like a user manual for company growth in a new world of commercial transparency. By mapping the way business works today at a very honest and human level, this street-smart book is a must-read for any business owner who wants to achieve growth and success without compromising their personal values.
The book introduces The Circle of True Purpose, a virtuous sequence of knock-on effects that proves that enduring commercial growth is the result when a business owner’s authentic motive is placed at the core of everything the business does. Author and brand expert Mike Edmonds explains the correct sequence to follow to acquire both financial return and personal fulfilment, and why going the other way leads to a never-ending cycle of inconsistent sales and consumer distrust. To illustrate these two key paths in life, the book contains many stories of actual businesses who’ve experienced these effects.
This practical guide takes business owners through a series of exercises to help surface their own True Purpose and implement it in their sector of industry.
- Get tips on growing your business authentically from an expert in translating complex theory into usable advice
- Find out why truth is not only an admirable moral quality but is increasingly the key to lasting business success
- Discover ways to surface your True Purpose and learn the actual steps you can take to implement them in our always-on, super-connected world
- Bust the corporate myths that might be holding you back and obtain simple, usable tools that will help your higher ideal deliver higher returns
English
Mike Edmonds co-founded Meerkats, a brand leadership company built around the principles of consumer truth and organisational purpose. It has been named Campaign Brief Agency of the Year and has won awards around the world.
English
Introduction xi
How to use this book xv
Part One: The Circle of True Purpose 1
1 Truth is a system 3
2 True Purpose 9
3 Attraction 27
4 Innovation 41
5 Growth 49
6 Reward 71
7 The right way around The Circle 101
8 The wrong way around The Circle 107
9 When The Circle becomes a galaxy 137
10 When The Circle becomes a black hole 143
Part Two: Finding your True Purpose 147
11 Picture this … 149
12 Your first task: the Before Ad 153
13 Exercise A: Eulogy 157
14 Exercise B: Protest 165
15 Exercise C: Headline 187
16 Exercise D: Why Words 193
17 Exercise E: Purpose on a Page 203
18 Your final task: the After Ad 219
Part Three: Implementing your True Purpose 231
19 I get it, but what do I do with it? 233
20 Measuring your truth gap 235
21 You don’t have to be perfect, you just have to want to be 245
22 Commercial viability 253
23 The Circle as a compass 267
24 The sliding doors effect 279
25 Ten tips for staying on-purpose 289
A final word 303
Coaching and conversation 305
Recommended reading 307
That other name on the cover 315
About the author 317
Index 323
