What is the Noble Purpose Institute?

A three-day intensive program facilitated by bestselling author and strategy guru Lisa Earle McLeod. The Noble Purpose Institute is designed for leaders who want to:

  • Increase revenue
  • Establish compelling competitive differentiation
  • Build a tribe of true believers

The 2018 Institute will be held on November 27-29, 2018. 

Who should attend?

Leaders who want to ignite emotional engagement and accelerate revenue growth.  This year, you’ll be joined by attendees like:

  • The Chief Operating Officer for a major kitchen and bath showroom
  • Sales leaders from LinkedIn Learning and Kaiser Pemanente
  • The VP of HR for a foundation repair firm
  • Other leaders like you, who are serious about growing their business, their teams and themselves.

What you’ll gain:

You’ll learn how to create a Noble Purpose organization. Lisa will share the strategies and techniques she’s used to help giants like Roche and Peterbilt Trucking, as well as startups like Hootsuite increase revenue and profits, and become destination workplaces. Client results include:

  • Hootsuite – Doubled revenue in under 2 years
  • G-Adventures – Accelerated sales growth from 25% to 35% (on a multimillion dollar base)
  • Explorys – Grew revenue by 53% and was acquired by IBM.

Who is Lisa McLeod?

Sales Leadership expert Lisa Earle McLeod created the “Noble Purpose” methodology after her research revealed organizations driven by a Noble Purpose outperformed the market by over 350%.  Her bestselling books, Selling with Noble Purpose and Leading with Noble Purpose have been game-changers for global firms like Flight Centre, Hootsuite, and Roche.

In addition to being a global keynote speaker, best selling author, and sought after consultant, Lisa is the Sales Leadership expert for She has appeared on the NBC Nightly News, the Today Show, and Good Morning America.

Why three days? 

You’ll learn the 6-month process we use to transform organizations. We’ve codified it into 12 fast-paced modules, each their own distinct area of leverage. During the program, you’ll create an accountability guide to ensure that you implement the techniques you learned. And, you’ll be able to do it at a pace that works for you.


Tuesday, November 27:

  • The State of Purpose in 2018
    Organizations leveraging purpose, organizations missing the mark, the 3 Purpose Pain Points
  • Winning Your Market
    The value of specificity, ideal customers vs. actual customers, leveraging customer impact stories.
  • The Neuroscience of Emotional Engagement
    Neurological impact of tone and verbiage, winning hearts and minds, assessing your own language, the difference between language that spurs action versus language that continues complacency.
  • Creating a Five Senses Experience
    The difference between showing and telling, identifying your scenography, a guest speaker from the Ritz Carlton Leadership team.

Wednesday, November 28:

  • Dealing with Naysayers and Negativity
    Combatting the forces working against purpose, overcoming personal setbacks, dealing with reluctant leadership, the hard cost of negativity.
  • Purpose- Driven Marketing
    Creating interactive sales tools, no cost techniques to spread the word, assessing your funnel, mastering the marketing to sales handoff.
  • Competitive Positioning
    Assessing your competition with unbiased eyes, creating a compelling sales narrative, bulletproofing your pitching.
  • Selling with Noble Purpose
    The 5 critical sales behaviors and how to teach them, turning prospect interest into buyer urgency, amplifying questions.

Thursday, November 29:

  • Decision Making and Strategy
    Three critical daily decisions people don’t realize their making, communicating your strategy, eliminating the false dichotomy between money and meaning.
  • Implementation Planning
     Identifying quick wins, working through operational obstacles, sharing your plan, getting your team on board.

On part 2 of our last day, working with your team, a partner, or on your own, you’ll complete your action plan and timelines. Lisa and Elizabeth will meet with each organization individually.

As part of the Institute, you’ll also get 30 days of post Institute mentoring with Lisa.

If you think this program may be right for you, please give us a call at 678-910-9818.


“As an Entrepreneur I couldn’t outspend the competition. Lisa McLeod helped us outsmart the competition.”

     Bruce Poon Tip
Founder of G Adventures and
EY Entrepreneur of the Year.  Twice.


“Our work with Lisa McLeod helped us articulate our story the market and accelerate growth. It’s part of what made our firm an attractive acquisition.”

     Sarah Mahalik
VP Explorys, recently acquired by IBM.


“As an entrepreneur, the only way to grow your business is to get the right people aligned around the right goals.  Lisa is an expert in helping you create your purpose, align your team, and bring it forth at a compelling scalable way.”

Dave Thrasher
President, Foundation Supportworks

“The Noble Purpose Institute helped me look beyond products and services and into the emotional impact on the people: our customers and our employees. It was an incredibly meaningful three days.”

Bruce Brenizer

“I have done a tremendous amount of strategy work in understanding the vision, but what was missing was how that connected to a sales process, and one of the key things I learned is that I may be purposeful in how I work with customer, but I wasn’t measuring it. I created metrics and came up with specific ways to measure my purpose and my impacts on clients”

Donna Brighton

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