- Concrete Examples
Blackbaud, a Charleston, South Carolina firm, is one of the world’s most successful cloud-software companies. But in 2014, Blackbaud’s sales and stock price were slipping. The firm named Mike Gianoni as its CEO and charged him with turning things around. He focused on Blackbaud’s “Noble Purpose,” which he defined by asking, “How does our work impact clients [and] are we being effective in serving them?” In this second edition of her popular sales manual, Lisa Earle McLeod – writing with Elizabeth Lotardo – explains how to find and enact your organization’s noble purpose, and how to make that purpose your company’s defining structure, mission and rallying cry.
About the Author
Lisa Earle McLeod, an executive adviser at McLeod & More, Inc., wrote the first edition of Selling with Noble Purpose as well as Leading with Noble Purpose and The Triangle of Truth. Elizabeth Lotardo is a researcher, consultant and LinkedIn Learning author.
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Comment on this summary
3 days agounderstood, not very useful.
3 days agonot very useful