Selling With Noble Purpose, 2nd Edition

APPENDIX BGlossary

The words of the leader shape your culture. If you're trying to shift your organization from transactional to Noble Purpose, start using the following terms liberally. These words will animate your Noble Purpose and shift the organizational conversation. While these terms are not unique to Noble Purpose, we'll provide some guidance on how to apply them to this philosophy.

Belief‐builder:

The role of team leaders (formal and informal) who remind everyone of the nobility of the work and the impact you have on customers. Belief is central to creating a high‐performance organization.

Company culture:

The internal beliefs, norms, rituals, and daily practices that make your organization what it is. If you don't have a culture by design, you'll get one by default. Make sure you're building a culture of purpose by keeping customer impact front and center.

Competitive differentiation:

The factual and emotional ways you set yourself apart from the competition. Most people think of competitive differentiation as an extra feature: slightly lower pricing, more flexible terms, etc. But true competitive differentiation goes beyond the spec sheet. To help your organization stand out, be declarative, internally and externally, about the impact you're having and your purpose for being.

Customer advocate:

Customers who are emotionally engaged in supporting you. Customer advocate takes customer satisfaction one step further. When you have customer advocates, your customers ...