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Innovation and Best Practice
for Business Success

Established 1967

On Purpose

On Purpose

Delivering a Branded Customer Experience People Love

Shaun Smith, Andy Milligan


Define your business purpose and deliver multi-channel customer experiences to go beyond expectations and drive profitable growth.

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About the book

Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels.

Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including:

- Altro
- Barclays Bank
- Best Western
- citizenM
- Liberty Global Business Services
- London 2012 Olympics
- Lush
- Nissan
- O2
- Timpson
- Zappos

Table Of Contents

  • Section - One: Stand up;
    • Chapter - 01: Purpose driven;
    • Chapter - 02: Purposeful leadership;
  • Section - Two: Stand out;
    • Chapter - 03: Infectious communication;
    • Chapter - 04: Distinctive customer experience;
    • Chapter - 05: Continuous innovation;
  • Section - Three: Stand firm;
    • Chapter - 06: Cult-like culture;
    • Chapter - 07: Distinctive employee experience;
    • Chapter - 08: Experience measurement;
    • Chapter - 09: Never stand still;
    • Chapter - 10: On Purpose profile;
    • Chapter - 11: How to implement – successfully;
    • Chapter - 12: Putting the principles into practice


To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey.
Patrick Dempsey OBE, former Managing Director of Whitbread Hotels & Restaurants

Shaun and Andy have created another great book, On Purpose, describing simply how great businesses use purpose and focus to fill customer needs and create value. Well done.
Vernon W. Hill II, Founder/Chairman of Metro Bank

Creating a WOW experience for customers starts with creating a WOW experience for employees and both need to be based on your purpose. This book can show you how.
Tony Hsieh, CEO of Zappos.com, Inc. and New York Times bestselling author of Delivering Happiness

With their latest book, Shaun Smith and Andy Milligan delve even further into the fabric of customer-focused companies, exploring the very purpose of these brands, and making a convincing correlation between customer advocacy and a strong sense of company purpose.... But On Purpose isn't just thought-provoking - it is also action-provoking. It will surely generate an urgent sense of soul-searching amongst those whose brands are built as money-making machines. But it will also encourage those brands built on more purposeful foundations to revisit their philosophies and ensure that these are being clearly communicated both to employees and customers. The key message of this terrific book is that brands need to be engaging and inspiring to stand out from the crowd. And without a clear sense of purpose - within the company, its leaders, its staff and its communications - brands will struggle to be distinctive.
Neil Davey Editor, MyCustomer, Group Editor SIFT MEDIA

Shaun Smith and Andy Milligan have added another strong chapter to their purpose. This is a must read for any leader who is looking at differentiating their business by asking the important 'why' and 'why us' questions. It will provide excellent guidance on how to create your own journey and, most importantly, how to stick to it once your business purpose has been found.
Frans-Willem de Kloet, Managing Director & CEO UPC Czech Republic

No successful business leader of the future can feel exempt from reading this remarkable book. It is by two global experts, extremely readable and compelling in its key message to place customer experience at the very core of every business.
Roger Harrop, The CEO Expert, Author, International Speaker

Every now and then a truly cutting-edge book comes along that changes everything we know about the secrets of organizational greatness. On Purpose is a profound yet practical book no leader should miss reading. Laced with powerful examples and pragmatic practices, and written in a poignant style, Smith and Milligan reveal the mysteries of long-term enterprise success.
Chip R. Bell, author of The 9½ Principles of Innovative Service

'On Purpose' wonderfully, informatively and encouragingly, brings to life the importance of a brand recognising the importance of having 'an authentic and credible sense of purpose'. It explores why this matters to consumers and employees alike - we all need to have an emotional connection with the purpose of a brand. ... Whether you are looking for validation of existing knowledge; new ideas to take your approach to Customer Experience forward; or just inspiration from two of the most experienced 'specialists' around, this cracking book has something for everyone interested in wanting to answer this fundamentally critical question: 'what purpose does my business serve'.
Ian Golding, Customer Experience Specialist and Certified Customer Experience Professional, Customer Experience Consultancy Ltd

Great book - highly recommended!
Joe Pine, co-author of The Experience Economy

Book Details

  • EAN: 9780749471910
  • Edition: 1
  • Published: 3rd November 2015
  • Paperback
  • Dimensions: 234x156
  • 288 pages

About the Author

Shaun Smith is founder and partner of the customer experience consultancy Smith+Co, working with leading brands. A thought leader on customer experience strategy, he has featured many times on CNBC's Ask the Expert. He is the co-author of Bold (Kogan Page), Uncommon Practice and Managing the Customer Experience.

Andy Milligan is a leading consultant on brand culture. He has worked for almost 20 years advising major organizations on brand building, customer experience and internal culture. Andy appears regularly in the media. He is the author of Brand it Like Beckham and co-author of Bold (Kogan Page), Uncommon Practice and Don't Mess with the Logo.

Shaun Smith

Andy Milligan

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