It's Not What You Sell, It's What You Stand For

This week we talk with Haley Rushing, the co-author of "It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business is Driven by Purpose." Haley co-founded the Purpose Institute along with her co-author Roy Spence. The Purpose Institute is an organization dedicated exclusively to helping clients discover and articulate their purpose and values in the world. Haley and her co-author, Roy Spence, Jr., show us why companies that have a purpose beyond making money are the companies with the best products, most loyal customers and employees and consistent success in a continually evolving marketplace. Their book is a wonderful tool for understanding how your company makes a difference and how to harness that purpose for greater success. As one of their clients put it: Said Monica Gattoni, senior manager, marketing, at Southwest Airlines: "For us, it means figuring out what our company is about other than making money. In our case it was 'freedom.'" Over the years, Haley has helped a number of the country's most visionary organizations develop business strategies that are founded on a strong core purpose and authentic core values, including Southwest Airlines, Wal-Mart, Charles Schwab, Norwegian Cruise Line, Whole Foods, World Market, Univision, The American Council on Education, Texas A&M and, most recently, the American Red Cross.