Leading with Noble Purpose

Chapter 2Are You Telling a Money Story or a Meaning Story?

No business needs to be a commodity business competing only on price. Every business can market itself based on its personality and spirit—in other words, its soul.

—David Lapin, Lead by Greatness

Imagine you just boarded an airplane and took your seat. As you're settling in, your seatmate arrives. After a few pleasantries, he asks, “What do you do?” Oh no, it's elevator speech time. How would you answer?

Most people answer with their role. They say things like, “I'm an accountant,” or “I'm in sales.” Others answer with their industry: “I'm in medical equipment,” or “I run a travel company.”

It's the standard airplane conversation, but it rarely inspires anyone. Unfortunately, it also represents the way most people experience their jobs: an endless list of responsibilities, uttered with a weary sigh, and completely devoid of passion.

But what if your seatmate asked a completely different type of question? What if he asked: “Can you tell me about when you made a difference to someone at work?”

How would you answer that question? Do you ever remember a time when what you do for a living made a meaningful contribution to someone specific?

What if you were a senior executive for a corporate travel management company and you answered: “Last week a representative for a large manufacturing company was in Bangkok scoping new sites. Her flight was cancelled; she didn't speak the language; she had to get home. She called us, and ...