A Good and Noble Purpose
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A Good and Noble Purpose

A Good and Noble Purpose

A Good & Noble Purpose

These blogs have explored techniques and best practices around being a good listener, talker, writer and presenter.  These are all important skills and each contributes to high- level achievement in account management and client retention, particularly when applied to The Clients for Life® Client Retention Process.

Last week, at The Atlanta Forum for Professional Selling, we shared the podium with Lisa Earle McLeod, author of the book “Selling With a Noble Purpose”.  Lisa did a great job reminding us that the highest achievers are driven by more that retention rates, sales quotas and financial compensation.  They care about making a difference in the lives of others and are effective at connecting their work to this higher purpose. (For more about Lisa, you can visit her website at http://www.mcleodandmore.com.)

Others, including my wife Bonnie, also speak in to this sacred space.  She learned early on, that we don’t get meaning from our work — we bring meaning to our work.  Approached in that context, she transformed a 27-year executive career at The Coca-Cola Company, from simply selling brown sugar water, to doing her part to manage one of the world’s most powerful wealth creation machines. As example, The Coca-Cola Company is the largest private employer on the continent of Africa and creates not only millions of jobs, but enormous local tax revenues, philanthropy, relief and development capital, providing massive opportunities for local communities.  (For more on this subject, you can read about “5 BY 20”: http://www.coca-colacompany.com/stories/5by20.)

It’s important for all of us to remember that business is the world’s only source of wealth creation. All other institutions, from government to NGO’s, voraciously consume this wealth.  Businesses that are run efficiently, ethically and sustainably lean in to this noble purpose.  Government does have a role to play in this, but its’ primary (and noble) function in this context, is to create the environment for people and enterprise to flourish.  This is transformative in every important way.  (For more on this subject, read Douglas Irwin’s recent article: http://online.wsj.com/articles/douglas-irwin-the-ultimate-global-antipoverty-program-1414972491.)

So, what is our noble purpose at Tenacity? Lisa and Bonnie certainly challenge us to think about that and articulate it.  Here are my thoughts:

First – Distilling and codifying true best practices around account management and client retention is intrinsically a good thing.  When our clients, book and blog readers and students succeed, positive things occur.  Value is created, relationships are enriched, opportunities are expanded and growth occurs all along the value chain.  Business just simply works better.  We have a role to play in that.

Second – We’re becoming more prolific teachers, through establishing The Tenacity Center at The Coles College at KSU.  This gives us the opportunity to share what we, and our clients, have learned from a bigger platform to a broader audience.  We are in the business of encouraging success by providing a roadmap, guided by best practice mile markers, to reach it.

Of course, we don’t have the global reach of Coca-Cola or World Vision(a) (Bonnie’s new mission). Few of us do.  That shouldn’t discourage any of what we do in our classrooms, courtrooms, operating rooms, boardrooms or our storefronts. And, nobility can most assuredly purpose our next sales call or client update.  The ability to approach our work with a noble purpose and a higher calling not only transforms the work itself – it transforms us.


(a) You can read more about World Vision at http://www.worldvision.org.