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Lisa McLeod is the global expert on purpose-driven business and the bestselling author of Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud.

Lisa has spent two decades helping leaders increase competitive differentiation and emotional engagement. Her work debunks the myth that money is the primary motivation for most employees. She developed the Noble Purpose philosophy after her research revealed, salespeople who sell with Noble Purpose, who truly want to make a difference to their customers, outsell salespeople who focus on their own targets and quotas.

Most passionate about

• The thing I am passionate about today is thinking about people waking up excited to go to work. But, as the years go on, and especially today, it\\u2019s hard to wake up feeling like you have that sense of purpose.
• And if you\\u2019re not waking up feeling like that, your employees are definitely not waking up feeling that way.
• To create a successful business, you need two things: You need competitive differentiation, a way to stand out, and you need emotional engagement. You need people who care passionately about your business as employees because that\\u2019s the way to create passionate customers.
• The thing that will help you acquire both of those is clarity about your noble purpose. Why are you in business? How do you improve the lives of your customers (beyond just making money)? What is the true north star of your business?

Lisa\\u2019s customers

• We work with organizations and a lot of startups. We want to identify the answers to three questions: How do you make a difference to your customers? How do you do it differently from your competition? And on your best day, what do you love about your job?
• How are you going to move the middle for your customers?
• It goes beyond a standard value proposition.

Lisa\\u2019s career and story

• I started my business because I was a VP of sales for a large consulting firm, and I had a baby. I couldn\\u2019t work 70 hours a week and travel four days a week anymore. And I thought, \\u2018How can I still work in this field of helping organizations with sales but work differently than I did before?\\u2019
• I got into the world of noble purpose when I did a big project for a big biotech firm. They wanted us to identify what separated the top performers in terms of sales and revenue.
• We found that all the top performers had that sense of purpose. They didn\\u2019t want to just hit the numbers. They wanted to make a difference.

Lisa\\u2019s best advice for entrepreneurs

• Find where you are already living your purpose. If you are a business and you have customers paying you, any customer with any amount of money, you\\u2019re doing something for them. They chose you for a reason.
• My advice to entrepreneurs is: Go talk with your customers. Don\\u2019t just ask them \\u201cWhat did we do well?\\u201d Go deeper and ask, \\u201cHow did our work impact your life or your business? How did it make a difference to you?\\u201d
• You\\u2019ll start to see the basis for your noble purpose. You need to name it and blame it and then start activating it in the hearts and minds of your employees.
• That\\u2019s when you create one of those organizations that can\\u2019t be beat. Two tips for activating your noble purpose among your customers: The first is to tell many stories about how you helped your customers. How did you do what the customers needed next? The second tip is to ask your employees how you can contribute to that.

Biggest failure with customers

• This is an easy answer. It was more than just a failure with a customer, it was a failure of a business. Our entire company failed. It was during the recession. I\\u2019d had my sales consulting business for some time and my husband, who was a...'