Summer Book Reading Teaser #15: On Purpose

Here is the fifteenth of 16 “book teasers” for your summer reading pleasure – even if we are past Labor Day! They’re not reviews or summaries, they are simply: a one-sentence synopsis, a favorite quote, key ideas, the Guest Experience application, “Big Four” category, and my rating. Consider them an appetizer, designed to “whet your appetite” for the book!

More and more companies have taken seriously the customer experience and as a result have become better at delivering what customers want. However, with a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose.

A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels.  Shaun Smith and Andy Milligan provide a framework for success, explaining how to:

  • Stand Up: be clear about brand purpose and promise
  • Stand Out: define, design and deliver distinctive customer experiences across multiple channels
  • Stand Firm: create strong cultures that sustain results

They explain and define how to deliver “on purpose” experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter.

As you read through On Purpose, don’t be put off by the numerous stories of branding and organizations that – on the surface – may seem to have little to do with your organization. Don’t look for surface comparisons, but look at the principles and practices underneath them. The authors have provided a set of eight questions that reflect the factors they identified as being common to all purpose-led brands. Think carefully about your organization as your go through them:

  1. Are you purpose driven?
  2. How purposeful is your leadership?
  3. How infectious is your communication?
  4. Is your customer experience distinctive enough?
  5. Do you continuously innovate?
  6. How strong is your culture?
  7. Is your employee experience as distinctive as your customer experience?
  8. Do you place as much emphasis on measuring the experience as you do on measuring results?

In terms of your Guest Experience, are you really “on purpose?”


Look for the final “book teaser” in a few days.

In case you missed it, here’s the introduction to my Summer Reading list, along with links to published book teasers.



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