They say the title of a book is its strongest selling point and It's Not What You Sell; It's What You Stand For by Roy M. Spence Jr. with Haley Rushing made me catch my breath. Roy Spence is the head of an advertising agency and chronicles his years representing visionary clients like Southwest Airlines, Wal-Mart and BMW.

Spence found that when they were able to discover the core purpose that motivated everything the company did, they were propelled onto a much higher playing field and everyone understood and was captivated by the vision. He stopped focusing on what made the company different and focused instead on the difference they were making in people's lives. (Doesn't that give you chills?!)

Spence defines purpose as the "definitive statement about the difference you are trying to make in the world." That is distinctly different from your mission which is "a core strategy that must be undertaken to fulfill the purpose "and your vision which is "a vivid, imaginative conception or view of the world once your purpose has been fulfilled."

Your purpose is NOT a tag line. A purpose is designed for internal guidance and it trumps mission and vision every time.

This book has already made a profound difference in my business. It has raised both my sights and my expectations. I have repositioned myself to help visionaries make a difference. I plan to read it many more times and leverage its contents into teachable moments and absorb its philosophy into my coaching practice. I took copious notes, carefully typed them up so I could truly own them and as I read I began to uncover my own higher purpose. It is still new to me, it is still harmonizing within me, and it is already beginning to manifest in how I show up in the world and what I choose to offer. It feels incredible to know that I can make a difference - that I DO make a difference with how I show up in the world. Beginning here, beginning now. It's not what you sell; it's what you stand for.

© 2009 Cara Lumen