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Book description

If youve read anything about starting a business, youve see the terms mission statement and vision statement. And if youve run a business, you know that no matter how much effort goes into crafting a mission and vision, both are easily forgotten when the real work begins. Jim Stengels Grow teaches about using ideals instead. The ideals statement is the driving force behind the brand and can serve as a litmus test for all decisions from customer service to marketing.A company driven by an ideal statement can establish a culture that permeates from the employees out to the customers. Stengel uses his research to support the hypothesis that company competitiveness is linked to a commitment to serve a higher purpose. In order to grow, we must look beyond the typical charts, graphs, and Powerpoint presentations and ask, Why do we exist? What would our customers lose if we disappeared tomorrow?As another reviewer mentioned, you have to get past Stengels self-promotion. It also helps to know a little bit about Procter and Gamble culture, as multiple references to P&G are made throughout. This book is usable by a global audience and I found examples that pertain to companies in developing countries just as much as they pertain to those in the United States. Likewise, the concepts and methods are applicable to companies small and large.The book makes sense of all the warm and fuzzy brand-speak that I once shunned. As it explains early on, all that soft stuff is actually the hard stuff. After reading Grow, even numbers oriented business stakeholders will be ready to tackle the soft stuff and make it part of daily life.

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