Noble Purpose is a customer-driven methodology for accelerating revenue growth, increasing competitive differentiation and igniting emotional engagement. The research behind Lisa McLeod’s best-selling books, Selling with Noble Purpose and Leading with Noble Purpose demonstrate:
- Organizations with a purpose bigger than money outperform their competition by over 350%.
- Sales teams who sell with Noble Purpose, who truly want to make a difference to customers, outsell transactional sellers, who focus on targets and quotas.
- A culture of purpose and meaning is the single biggest factor for attracting and retaining top talent.
The Noble Purpose methodology is based on the latest research in organizational psychology and neuroscience and draws on two decades of work with clients like Dave & Busters, G Adventures, Google, and Roche.
Why Noble Purpose produces dramatic results
Imagine an organization where . . .
- Your strategy is more than a slide deck. It’s an inspiring roadmap for decision-making and daily behavior.
- Your sales team can differentiate themselves from the very first interaction.
- Customers fully understand the impact your solution has on their lives and businesses, and they talk about it to each other.
- Every single person in your organization understands their impact and feels a deep sense of meaning and passion for their jobs.
We’ve created models and tools to make this a reality. We’ve worked with over 100 companies around the world from giants like Flight Center and Roche to mid size banks and even a construction company. Our results speak for themselves. We help clients:
Accelerate revenue growth
Our clients often achieve double-digit revenue growth. Some have produced triple digit increase. Our clients have become market leaders in their space.
Enhance sales performance
Sales teams improve the win rate and increase the deal size. They sell stickier deals, improving retention and decreasing churn. They also become more passionate and differentiated in their approach.
Improve emotional engagement
Our clients win Best Places to Work awards. They improve retention and engagement. Thanks to their Noble Purpose cultures, they have their pick of top talent.
Why Noble Purpose Beats the Traditional Approach
Imagine two companies: Company X wants to make money. They focus on revenue and profit. Every day they ask questions like, “How can we make more money? What can we do to increase margins? How can we get more value from clients?” The narrative of their business is the internal metrics. Their conversations focus on their performance metrics. The drumbeat of their business is to hit the number.
Their competitor is Company Y. They want to make money, but they also have a bigger agenda. Their Noble Purpose is to improve the customer’s condition. Every day they ask questions like, “How can we have a bigger impact on our clients? What’s the next big thing our clients will need? How can we deliver more value to clients?” Their internal conversations are about customers. Revenue growth and profit are the outcome of their work. They track and manage the numbers, but their leadership narrative is about customers. The drumbeat of their company is – Make a difference to customers.
At the end of a year, which firm is more likely to win the market? Which one is going to be more innovative?
The firm who spent the last year talking about themselves? Or the firm who spent their time talking about customers?
The internal conversation becomes the external conversation. If your internal conversation is focused on spreadsheets and quotas, you haven’t created a compelling narrative for your team or the market.
Now the gut check questions:
- Which company would you rather work for?
- Which company would you rather buy from?
The company that lives and breathes for its own spreadsheets? Or the company on fire for customers?
The answer is obvious.
Average firms focus on internal metrics; Noble Purpose firms focus on customers. That’s why they win.
Purpose drives profit. Full Stop.
Noble Purpose is a mindset and a methodology to drive revenue and do work that makes you proud. It starts with a compelling organizational narrative, then we identify key behaviors and make a series of seemingly small, yet meaningful changes to bring your purpose to life with teammates, and customers.
When strategy, sales and culture are laser-focused on making a difference to customers, you make magic. We’ve seen it happen with our clients. You don’t have to sell sexy products. We work with an Adventure travel company and some pretty cool startups. We also work with a plumbing company and an accounting firm. All of these firms have improved competitive differentiation and emotional engagement to become leaders in their space.
Here’s the bottom line. You don’t have to choose between making money and making a difference. Noble Purpose is how you do both.
Want to bring Noble Purpose to your organization? Check out Lisa’s keynotes and our consulting process.
