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It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose ReviewThis is clearly a critical addition to the bookshelf of anyone who wants to start their own business and also feel they are doing something worthwhile with their lives, in addition to earning a living. The entire concept of knowing your purpose can make the difference between success and failure and is the core element of all 318 pages. In addition to knowing your purpose (which, in essence, is your position in the marketplace), a critical question asked by the authors is would your customers miss you if your company (or your product) ceased to exist? For all the good intentions you may have, someone out there has to be interested in what you are selling - whether it's a product, a service or even a political concept.PR professionals, especially, should read this book. If the idea behind the product you are selling - or the ideals, beliefs or positions of the person you represent - is not in tune with your own purpose (even your soul), think hard about finding a different client. Being true to yourself, "what you stand for," is step one in truly making a difference in our very complex society. (Reviewed by the author of: Personal Publicity Planner: A Guide to Marketing YOU and Top Cops: Profiles of Women in Command)It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose Overview
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