Summary of On Purpose

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

On Purpose book summary


7 Overall

8 Applicability

7 Innovation

7 Style


Consumers want the companies they patronize to be worthy corporate citizens that make positive contributions to society. Customers also expect and demand top-quality products, services and buying experiences. Strategy consultants Shaun Smith and Andy Milligan explain how your company can meet these daunting dual requirements. The authors provide detailed case histories of companies that operate “on purpose” while delivering top “customer experiences.” getAbstract recommends this dynamic guidebook to purposeful leaders who realize the rules have changed and understand the value of transforming their organizations.

In this summary, you will learn

  • Why modern companies must deliver superior “customer experiences” and express a purpose that transcends profit,
  • How to satisfy customers in seven steps, and
  • How to avoid the “seven deadly sins” of customer experience.

About the Authors

Shaun Smith is a founder and partner in Smith+co, a customer-experience consultancy. Andy Milligan is a founder and partner in The Caffeine Partnership, a strategic consultancy.



Ashok Vaswani, CEO of retail and business banking at Barclays Bank, warns, “Every business must serve a social purpose.” Banks normally focus on money, so why does Vaswani speak of purpose? The answer is clear: Consumers demand meaningful intent from the companies they support...

Comment on this summary

More on this topic

Contained in Knowledge Pack:

  • Knowledge Pack
    Customer Research
    Listen to your customers and they will tell you how to sell to them.

Customers who read this summary also read

More by category