Chapter 5 growth
When you’re motivated to run a business with a higher ideal than just money, and that higher ideal attracts a dedicated tribe of people around you and inspires them to create imaginative new products and services, guess what happens?
Success.
Sales.
Market-making.
Growth.
The fourth point on The Circle is all about consumers. And whether or not they’ll ultimately buy into your purpose. So, effectively, this chapter is all about the commercial viability of your purpose. The rubber hitting the road. The true test of whether you and your tribe are going to monetise all that truth and passion and build a financially viable business together, or whether you’re just going to remain a kind of fun club of compatible souls — fulfilled, but broke.
The good news, right up front, is that I haven’t yet seen a properly expressed True Purpose for a commercial business that didn’t have great economic viability. The potential for authentically motivated people to attract likeminded people in the form of paying customers is extraordinary. Let me present to you one of my favourite purpose stories as Exhibit A.
the little dairy company story
One of the best case studies for demonstrating commercial success through embracing True Purpose is that of a dairy company in my home city. This little company defied the odds in a difficult consumer category and achieved something remarkable simply by committing to what authentically motivated them as humans first, and to the conventions ...
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