Summary of It's Not What You Sell, It's What You Stand For
Copyright © GSD & M Idea City, LLC, 2009. From IT'S NOT WHAT YOU SELL, IT'S WHAT YOU STAND FOR by Roy M. Spence, Jr. Summarized by arrangement with Portfolio, a member of Penguin Group (USA) Inc.
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Advertising agency CEO Roy M. Spence Jr. boasts a client roster of prestigious organizations that promote a purpose as well as a product, including Walmart, the American Red Cross, Norwegian Cruise Line, the American Association of Retired Persons, the PGA Tour and Southwest Airlines. Spence and co-author Haley Rushing of the Purpose Institute explain how Spence’s agency targets, defines and presents each client’s core mission. Spence and Rushing sketch instructive case histories of for-profit and nonprofit organizations. They tell fascinating stories about world-class organizations, the importance of corporate purpose, and adventures in branding and marketing. getAbstract recommends their perceptive methods to businesspeople who want their companies to have purpose and meaning as well as commercial success.
In this summary, you will learn
- Why organizations with purposeful missions lead their fields,
- What benefits accrue to purposeful firms and
- Which organizations exemplify the pursuit of a greater purpose combined with a greater profit.
About the Authors
Roy M. Spence Jr. is chairman and CEO of GSD&M Idea City, a marketing communications and advertising company that has helped grow some of the world’s most successful brands. Texas Monthly named him “Adman of the Century.” Haley Rushing co-founded the Purpose Institute along with Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values.
Comment on this summary
6 years agoInteresting in light of our value proposition -- what we accomplish for our clients.
7 years agoI absolutely agree! Every company should start with a mission.
7 years agoGood but the summary to short
7 years agoWould be interested in a summary that is at least 8 - 10 pages.