Introduction Part One Stand up 01 Purpose-led by insight The wrong kind of purpose The right kind of purpose Insight helps to keep purpose relevant How purpose informs building your business Gav Thompson - the visionary 02 Purposeful leadership It takes conviction It is more about behaving in a purposeful way than 'doing good' Stay true to your purpose as you grow Purposeful leaders show the way Purposeful leadership is about behaving, not saying Part Two Stand out 03 Infectious communication Marketing should be a verb, not a noun Tell a story that people care about Bigger is not better When infectious communication goes wrong How do you engage in infectious communication? How to use infectious communication 04 Distinctive customer experience Fix it or feature it Create a multi-sensory experience Drive innovation from a deep understanding of what target customers value Reinventing your industry Don't 'flat line' the customer experience Best Western - 'Hotels with personality' 05 Continuous innovation Constantly innovate in both large and small ways Drive innovation from a deep understanding of what target customers value Ensure products, services and your people are distinctive and aligned with the brand purpose Focus innovation on the things that make you different Stand out - a summary Part Three Stand firm 06 Cult-like culture 07 Distinctive employee experience Turn your employees into fans Hire for DNA not MBA Engage and inspire your people to deliver your customer experience 'on purpose' through branded experience training Motivation is a poorly understood concept Motivating the greatest team on earth 08 Experience measurement The service profit chain: reloaded The employee experience 09 Never stand still That Berber moment. Get started and keep going Never stand still Nissan Altro 10 On Purpose profile The On Purpose research findings Eight practices common to all purpose-led brands 11 How to implement - successfully The seven deadly sins of CX The CX Seven Step Guide: ENGAGE The CX Seven Step Guide: INSIGHT The CX Seven Step Guide: DEFINE The CX Seven Step Guide: DESIGN The CX Seven Step Guide: ALIGN The CX Seven Step Guide: MEASURE The CX Seven Step Guide: INNOVATE 12 Putting the principles into action Liberty Global Business Services - case study Advice for other leaders 13 Putting the principles into practice Premier Inn - case study Advice for other leaders On purpose - the keynote presentation The workshop leaders Acknowledgements Index.