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People with Purpose

People with Purpose

How Great Leaders Use Purpose to Build Thriving Organizations

Kevin Murray


People with Purpose explores the competitive advantage of having a compelling purpose at the heart of your business strategy, especially when combined with powerful values and a focus on relationships.

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About the book

This book is about how great leaders can make purpose the beating heart of their organization and use it to power performance. Leaders who communicate a defined mission, alongside clear and genuine values, allow their employees to feel a sense of purpose in their roles and embody their company's vision. This inspires engagement, loyalty and higher performance. People with Purpose brings together a wide range of compelling research into how having a clearly defined purpose as part of business strategy is a vital element in business success, longevity and inspired teams.

People with Purpose shows leaders how to create a valuable framework that integrates purpose, values and goals on a single page in order to articulate their organization's unique vision to employees and stakeholders. Kevin Murray interviews top CEOs who have used purpose to transform performance, motivate their people, develop organizational resilience and deliver results - often from the very edge of disaster. These leaders share how they have articulated their purpose, their values and their goals. People with Purpose also looks at the work of neuroscientists, brings together the evidence from around the world that proves purpose powers performance, and shows why purpose matters more in a digitally connected and transparent world. More than 30 case studies are explored from exclusive interviews with leaders from a range of organizations, including Odeon and UCI Cinemas, Healthcare at Home, Yodel, Monarch Airlines, Moss Bros and Virgin Atlantic.

Table Of Contents

    • Chapter - 0: Introduction
    • Chapter - 1: Finding Purpose
    • Chapter - 2: It's all in the mind
    • Chapter - 3: The purpose movement
    • Chapter - 4: Purpose at work and employee engagement
    • Chapter - 5: The secret to unlocking discretionary effort
    • Chapter - 6: The value of values
    • Chapter - 7: The value of purpose
    • Chapter - 8: From surviving to thriving: the importance of a long-term vision
    • Chapter - 9: Authentic purpose: how to inspire more passionate, engaged and flourishing employees
    • Chapter - 10: Culture is an asset: what leaders do to encourage and craft the right winning culture
    • Chapter - 11: The purpose, vision and values framework: How leaders fuse purpose and values with vision and goals
    • Chapter - 12: Purposeful conversations: how leaders embed their vision and values and align their organisations
    • Chapter - 13: How to define your own leadership purpose: you can't inspire your team if you aren't inspired yourself
    • Chapter - 14: How to bring together purpose and values, vision and goals: the framework that liberates decision making and helps to create alignment


Another great book by the author of the bestselling The Language of Leaders. This book brings together the 'best of the best' when it comes to research and best practice on purpose, leadership, engagement and performance. It is exactly the right book to read to seize the huge opportunity for productivity improvement across the UK. It is a masterpiece on values, the value of purpose and the importance of inspirational leadership in creating successful enterprise. Kevin offers a reminder of the immense power of audacious goals and the huge attraction of thriving over survival. A book full of great ideas, great examples and practical advice, this is a textbook on how to succeed as a leader in the 21st century and is fun to read.
Paul Drechsler, CBE, President of the Confederation of British Industry

Kevin Murray's new book is needed now more than ever. In uncertain times the best way for leaders to navigate is to find their own 'North Star' and help their people to do the same. People with Purpose shows you how to do just that. A must read.
Anne Francke, Chief Executive of the Chartered Management Institute

WOW. What a tour de force! I couldn't put it down and have re-read it a second time with so many great ideas to implement. If you want to lead with purpose, gain competitive advantage, and have a highly engaged workforce, this is the book for you!
Sir Eric Peacock, Chairman, Just Loans pic and Buckley Jewellery

I have never been a great reader of books on management as I've always found them heavy on theory and short on real world experience. To thrive today you need people with purpose. This book shows you how effective leaders develop people with purpose. It's not a book of theory... it's a book of practice from the mouths of leaders who have done it. It's a practical guide to leadership and empowerment from people who have done it. It's a book I wish I could have read 30 years ago.
Lord Stuart Rose, Chairman of Ocado

Purpose is a very fashionable word in marketing today, but what is really meant by it, and how do you make it work for your brand? Kevin Murray's book uncovers its many layers of meaning and gives a valuable practical guide to making it work for your organisation. As he says, a well-crafted purpose will act as a guiding star for your brand and give it an unfair competitive advantage in three ways: it will focus the company on serving the customer, it will motivate staff to deliver the customer benefit, and it will enrich our society as well as shareholders.
Hugh Burkitt, Chief executive of the Marketing Society

The twenty first century has truly begun with the realisation that long-term shareholder value can only be created through stakeholder value - so purpose matters and value can only be created by people driven and energised by purpose. Kevin impressively brings this together, linking value and values with engagement and behaviours bound by purpose.
Tony Manwaring, Executive Vice President, Chartered Institute of Management Accountants

Kevin has once again produced a well-researched, thoughtful and stimulating contribution which enriches our understanding of good management and brilliant leadership. As Chair of the All-Party Parliamentary Group I would love to be able to use this as compulsory reading for all parliamentarians.
Barry Sheerman, MP, UK Parliament

All my experience from 40 years of leadership across multiple organisations, large and small, plc's and private equity, charities as well as corporates, in the UK, US and elsewhere tells me that Kevin's messages in this book are fundamental and absolutely right. It's a must read for all leaders, current and aspiring, who want to deliver superior performance. It remains deeply depressing how few leaders really do understand the concepts discussed by Kevin.
Philip N Green, CBE, Chairman of Carillion and BakerCorp.

People with Purpose is an inspiring, fresh and lucid account of how strong values can be transformative of the performance of diverse organisations, improving profitability of businesses, increasing effectiveness of service delivery and nurturing unrealised talent. It is an optimistic book that is even more relevant amid national and global uncertainty. People with Purpose serves as a challenging route map to more resilience by doing and being better.
Baroness Tessa Jowell

Profit alone isn't enough. People With Purpose brings alive the need for clear and consistent application of purpose, values and goals in enabling businesses to realise their potential and prosper far into the future. Kevin's assessment is a very practical one, it draws on the experience of many business leaders and provides a framework to help leaders motivate and inspire their people. This is an upbeat book, full of insights which will be indispensable to business leaders grappling with profound changes in society and committed to building great businesses for the long term.
Ian Durrant, Chairman, Greggs and Capital and Counties plc

Kevin serves up a secret sauce for 21st Century business in a rich read that inspires and equips. In the process, he reminds us all that even and especially in the business world, it's our humanity that wins. This timely read advances the global purpose movement from talk to walk.
Valerie Keller, Global lead, EY Beacon Institute, Executive Director, Global Markets, Ernst and Young.

Book Details

  • EAN: 9780749476953
  • Edition: 1
  • Published: 3rd February 2017
  • Paperback
  • Dimensions: 234x156
  • 288 pages

About the Author

Kevin Murray specializes in strategic communications, reputation management and leadership coaching. He has almost 40 years' experience in communications, including appointments as Director of Communications of British Airways, Director of Corporate Affairs at the UK Atomic Energy Authority, and Chairman of the Public Relations Division of Chime Group, the global sport, entertainment and communications company. He is also author of The Language of Leaders and Communicate to Inspire, both shortlisted for the CMI Management Book of the Year Awards in 2013 and 2014 respectively, and published in multiple languages around the world.

Kevin Murray