I am suspicious of books with an author photo on the cover because they tend to be rather self-centered and congratulatory. I’m glad to report that with the notable exception of featuring only examples of companies Roy Spence has worked with, It’s Not What You Sell… defied my expectation. In fact, the book was downright helpful in framing the issue of corporate purpose.
Purpose is “a definitive statement about the difference you are trying to make in the world” and the “secret ingredient” of extraordinary companies. The first half of the book explains 1) why your company needs a purpose, 2) how to discover and articulate it, 3) how to build a purpose-driven organization, and 4) how to externally manifest your company’s purpose.
Though the text is peppered with management speak like, “Find the Thrill! Have the Will! Ignite the Passion!”, it’s all good, if somewhat general and inoffensive, stuff. Spence dispenses sensible advice, and makes it easy for the reader to apply it with included surveys. As the language of the main title suggests, the book is essentially a beach read for the business man.
The second half of the book is devoted to case studies, which expand on the examples provided throughout the book. While reading the examples and case studies, avoid the mistake of assuming that purpose equates responsibility. Purpose for Spence is simply the why of a company’s existence. What implications the pursuit of purpose has seems irrelevant.
Spence uses Walmart as one of his examples. Consider some of the consequences of Walmart’s (updated) purpose – “To save people money so they can live better”. The relentless downward push on prices and focus on volume has flooded the market with cheap, low-quality, dispensable products, helped create the culture of (over)consumption, and disrupted some communities in the process. Saving people money has come with a huge price tag and hasn’t really helped them live better in the long run.
Your company really does need a clear purpose and you’d be foolish not to follow Spence’s advice. But have a big grain of salt handy when reading It’s Not What You Sell: beware of defining your purpose without looking at its total impact.
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Roy Spence, It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business Is Driven by Purpose, New York: Portfolio, 2009.
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