Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose
-
Upload
stan-phelps -
Category
Business
-
view
5.853 -
download
1
Transcript of Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose
![Page 1: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/1.jpg)
RED GOLDFISH Motivating Sales and Loyalty Through Shared Passion and Purpose
B y : S t a n P h e l p s a n d G r a e m e N e w e l l P u r p l e G o l d fi s h . c o m
![Page 2: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/2.jpg)
Red Goldfish is the fifth color in the Goldfish Series of Books
![Page 3: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/3.jpg)
Purple Goldfish was about little things that improve customer experience and drive word of mouth
2012
2014
2013
2016
Green Goldfish was about little things that improve employee engagement and reinforce culture
Golden Goldfish was about your vital few… little things for your top 20% of customers and employees
Blue Goldfish was about technology, data, and analytics… little things to drive profits and prophets
![Page 4: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/4.jpg)
RED GOLDFISH is about motivating sales and loyalty through shared passion and …
![Page 5: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/5.jpg)
![Page 6: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/6.jpg)
Why? Because business is evolving
![Page 7: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/7.jpg)
Version 1.0 Shareholders BUSINESS is solely about maximizing shareholder value & profits
The initial focus of a company was on WHAT:
![Page 8: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/8.jpg)
“There is only one purpose of business and that is to only engage in activities designed to increase profits.”
– Milton Friedman
1.0 Shareholders First
![Page 9: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/9.jpg)
On the face of it, shareholder value is the dumbest idea in the world… Shareholder value is a result, not a strategy... Your main constituencies are your employees, your customers and your products "
- Jack Welch, Former CEO of GE
"
![Page 10: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/10.jpg)
Version 2.0 Customers BUSINESS is about getting and keeping customers
The next version saw profit as a result, a result of focusing on WHO:
![Page 11: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/11.jpg)
2.0 Customers First
“Not so long ago companies assumed the purpose of a business is to make money. But that has proved as vacuous as saying the purpose of life is to
eat...The purpose of a business is to create and keep a customer.” – Ted Levitt
![Page 12: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/12.jpg)
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
- Sam Walton, Founder of Walmart
“
![Page 13: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/13.jpg)
Version 3.0 Employees BUSINESS starts with understanding how value is created. The value is created by employees.
The next version focused on HOW :
![Page 14: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/14.jpg)
3.0 Employees First
“You can’t have happy enthused customers without happy engaged employees.” – Ted Coine
![Page 15: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/15.jpg)
“I came to see in my time at IBM that ‘culture’ isn’t just one aspect of the game – it is the game.”
- Lou Gerstner, Former CEO of IBM
![Page 16: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/16.jpg)
Employees First, Customers Second is a management approach. It is a philosophy, a set of ideas, a way of looking at strategy and competitive advantage.”
- Vineet Nayar, Former CEO of HCL Technologies
“
![Page 17: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/17.jpg)
Version 4.0 Purpose BUSINESS should start with understanding why it exists
The last and most enlightened version focuses on WHY :
![Page 18: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/18.jpg)
4.0 Purpose First
“People don’t buy what you do, they buy WHY you do it.” – Simon Sinek
![Page 19: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/19.jpg)
Exceptional firms have always been good at aligning their purpose with their execution, and as a result have enjoyed category leadership in sales and profits.”
- John Kotter and James Heskett
“
![Page 20: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/20.jpg)
Purpose is important to employees According to PriceWaterhouseCoopers:
![Page 21: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/21.jpg)
86%6 out of 7 employees would consider leaving an employer whose values no
longer met their expectations
![Page 22: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/22.jpg)
Purpose is important to customers According to Brand Fuel:
![Page 23: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/23.jpg)
86%All things being equal, 6 out of 7 customers will
choose to do business with companies whose values mesh with their own
![Page 24: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/24.jpg)
Purpose will continue to become more and more important in business
![Page 25: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/25.jpg)
In 2020, 51% of the workforce will be millennials
![Page 26: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/26.jpg)
A millennial has a different perspective about business They are shedding the old binary view of business.
![Page 27: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/27.jpg)
They no longer see businesses as either…
![Page 28: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/28.jpg)
F R or
![Page 29: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/29.jpg)
The line between for profit and non profit is blurring
![Page 30: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/30.jpg)
![Page 31: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/31.jpg)
Business is evolving
Smart companies will focus on both profit and purpose. Going forward, companies will only be seen as…
![Page 32: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/32.jpg)
FOR PURPOSE
![Page 33: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/33.jpg)
NOT FOR PURPOSE
or
![Page 34: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/34.jpg)
“Consumers want a better world, not just better widgets.“ – Simon Mainwaring
![Page 35: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/35.jpg)
![Page 36: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/36.jpg)
The New Bullseye
![Page 37: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/37.jpg)
Being Good is Good Business
Raj Sisodia looked at 28 companies in his book Firms of Endearment. The 18 publicly traded companies out of the 28 outperformed the S&P 500 index by a factor of 10.5 over the years 1996-2011. Source: https://hbr.org/2013/04/companies-that-practice-conscious-capitalism-perform
![Page 38: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/38.jpg)
Being Good is Good Business
Purposeful, value-driven companies outperform their counterparts by a factor of 12.
Source: Book - Corporate Culture & Performance, by John Kotter and James Heskett
![Page 39: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/39.jpg)
RED GOLDFISH are the little things your do to bring your purpose to life
![Page 40: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/40.jpg)
Why the color RED and Why a GOLDFISH?
![Page 41: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/41.jpg)
FIRST, WHY A GOLDFISH?
![Page 42: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/42.jpg)
The Goldfish represents something small. It was inspired Kimpton, a chain of boutique hotels, Kimpton embodies the concept of doing the little something extra. Stay at any of the Kimpton properties and you’ll find:
• free gourmet coffee and fresh fruit in the lobby • complimentary wine tasting in the afternoon • pet-friendly accommodations
My favorite perk is something a select number of the properties do for guests. Perhaps you are staying at a Kimpton for a few days, and you are getting lonely…
![Page 43: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/43.jpg)
GIVE A LITTLE UNEXPECTED EXTRA
Guppy Love Kimpton will give you a pet goldfish for your stay. They call it “Guppy Love.”
![Page 44: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/44.jpg)
Average Goldfish = 3 inches
A goldfish also represents something small. But all goldfish are not created equal.
The world’s largest is…
![Page 45: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/45.jpg)
Nearly 20 inches or 50 centimeters
That’s nearly six times larger! How can there be such a difference. It turns out the growth of a goldfish is determined by five factors. The growth of your business is also affected by the same five things.
![Page 46: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/46.jpg)
Five Factors #1. SIZE OF THE BOWL = MARKET #2. NUMBER OF OTHER GOLDFISH = COMPETITION #3. NUTRIENTS/CLOUDINESS OF THE WATER = ECONOMY #4. FIRST 120 DAYS OF LIFE = START-UP #5. GENETIC MAKEUP = DIFFERENTIATION
Assuming you’ve already been in business for four months, what’s the only thing you have control over?
![Page 47: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/47.jpg)
Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION
The only thing you can have control over is how you differentiate.
How you purposely stand out in a sea of sameness?
![Page 48: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/48.jpg)
WHY THE COLORS? The first three colors were an ode to New Orleans and its most famous event…
![Page 49: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/49.jpg)
Purple, Green, and Gold are the three official
Mardi Gras colors
![Page 50: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/50.jpg)
The “additional gift”or “to give more”
LAGNIAPPE It was an ode to New Orleans because of one word… Mark Twain came to appreciate this one word and its meaning during his time in New Orleans. He wrote that it was “a word worth traveling to New Orleans to get.”
![Page 51: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/51.jpg)
That one word is…
LAGNIAPPE
![Page 52: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/52.jpg)
means the “additional gift”or “to give more”
LAGNIAPPE
![Page 53: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/53.jpg)
Why RED? Our inspiration for RED comes from the (RED) movement. (RED) was created by Bono and Bobby Shriver. Launched in 2006, it’s purpose was to engage the private sector to raise funds in the fight against AIDS in Africa.
![Page 54: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/54.jpg)
(RED) helped reinforce the simple idea that doing good is good business for both your customers and employees.
![Page 55: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/55.jpg)
Purpose beyond Profit The branding agency Wolff Olins helped build the platform for (RED). They created a unique brand architecture that united participating businesses by literally multiplying their logos to the power (RED). Companies created select red products. A portion of the sales of those products were donated to (RED) chartiable programs. According to Wolff Olins, “the appeal of (RED) was clear: it connected these corporations with a purpose beyond their own profit.”
![Page 56: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/56.jpg)
Prior to the launch of (RED), businesses had contributed just $5 million to the Global Fund in four years. In a decade since its inception, the private sector, through (RED), has contributed over $350 million. One hundred percent of the funds are invested in HIV/AIDS programs in Africa with a focus on countries with high prevalence of mother-to-child transmission of HIV.
![Page 57: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/57.jpg)
In 2016, we started the Red Goldfish Project. We collected over 250 examples of how companies embrace purpose.
![Page 58: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/58.jpg)
We found 8 Archetypes of RED GOLDFISH
1. The Protector 2. The Liberator 3. The Designer 4. The Guide 5. The Advocate 6. The Challenger 7. The Unifier 8. The Master
![Page 59: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/59.jpg)
MASLOW The eight archetypes were inspired by Abraham Maslow and his hierarchy of needs.
![Page 60: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/60.jpg)
1. The Protector PURPOSE: Those who protect what’s important Type: Safety Category: Product Archetype: The Protector - Those who protect what is important Fiction: Superman, Captain John Miller (Saving Private Ryan) Non-Fiction: Al Gore, Ralph Nader, Gloria Steinem, Jimmy Carter
Superman
![Page 61: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/61.jpg)
1. The Protector PURPOSE: Those who protect what’s important
![Page 62: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/62.jpg)
Patagonia’s purpose is to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
One of the popular red goldfish at Patagonia is a program that allows employees to take 2 months at full pay to work for environmental groups.
![Page 63: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/63.jpg)
2. The Liberator PURPOSE: Shake Off the Old, Reinvent a Broken System
Type: Safety Category: Product Archetype: The Liberator – Reinvent a broken system Fiction: Jason Bourne, Lawrence of Arabia Non-Fiction: Moses, Richard Branson, Henry Ford, MLK
Moses
![Page 64: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/64.jpg)
2. The Liberator
PURPOSE: Shake Off the Old, Reinvent a Broken System
![Page 65: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/65.jpg)
Harley Davidson’s purpose is to fulfill dreams of personal freedom. They help build communities of people who love the freedom of the open road.
Harley has a program called the Riding Academy. As a red goldfish, they offer free rider training for military members and first responders.
![Page 66: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/66.jpg)
3. The Designer PURPOSE: Empowering through the creation of revolutionary products
Type: Safety/Love Category: Product Archetype: The Designer – Empower through revolutionary products Fiction: Doc Brown, MacGyver, Willy Wonka Non-Fiction: Steve Jobs, Thomas Edison, James Dyson
Doc Brown
![Page 67: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/67.jpg)
3. The Designer PURPOSE: Empowering through the creation of revolutionary products
![Page 68: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/68.jpg)
Apple sought to make a contribution to the world by making tools for the mind that advance humankind. To quote Steve Jobs, “a bicycle for the mind.”
A red goldfish that brings Apple’s purpose to life is when they celebrated how autistic children are able to communicate through the use of an iPad.
![Page 69: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/69.jpg)
4. The Guide PURPOSE: Facilitating Individual Progress
Type: Love Category: Product to Purpose Archetype: The Guide – Facilitator of individual progress Fiction: Mr. Miyagi, Glinda Non-Fiction: Salman Kahn, Neil deGrasse Tyson, Seth Godin
Mr. Miyagi
![Page 70: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/70.jpg)
4. The Guide PURPOSE: Facilitating Individual Progress
![Page 71: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/71.jpg)
Google’s purpose is to create technology that improves people’s lives by organizing the world’s information and making it universally useful.
A red goldfish from Google is 20% time. It allows engineers time to work on a personal project to improve or enhance a Google product.
![Page 72: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/72.jpg)
PURPOSE: Those who stand up for a tribe
5. The Advocate
Type: Love Category: Product to Purpose Archetype: The Advocate– Those who stand up for a tribe Fiction: Katniss Everdeen, Atticus Finch, Oskar Schindler Non-Fiction: Susan G. Komen, Sheryl Sandberg, Michelle Obama
Katniss Everdeen
![Page 73: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/73.jpg)
PURPOSE: Those who stand up for a tribe
5. The Advocate
![Page 74: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/74.jpg)
Panera’s purpose is to help its customers consciously and eat deliciously. It aims to put a loaf of bread under every arm.
Panera Cares is an example of a red goldfish. These are community cafes based on shared responsibility and raising awareness of food insecurity.
![Page 75: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/75.jpg)
PURPOSE: Inspiring People to Transformative Action
6. The Challenger
Type: Love/Esteem Category: Product to Purpose Archetype: The Challenger – Inspiring people to tranformative action Fiction: Maximus, Andy Dufresne Non-Fiction: Patton, Winston Churchill, Oprah, Tony Robbins
Maximus
![Page 76: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/76.jpg)
6. The Challenger
PURPOSE: Inspiring People to Transformative Action
![Page 77: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/77.jpg)
Nike’s purpose is to bring innovation and inspiration to every athlete in the world. And if you have a body, you are an athlete.
A red goldfish from Nike is its Nike+App. It allow you learn from professional athletes, get access to events, and support from trainers.
![Page 78: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/78.jpg)
7. The Unifier PURPOSE: Inspiring Individuals to Join a Movement
Type: Esteem/Self Actualization Category: Purpose Archetype: The Commander – Inspire individual to join a movement Fiction: William Wallace Non-Fiction: Bono, Abraham Lincoln, Susan B. Anthony
William Wallace
![Page 79: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/79.jpg)
6. The Heroic
PURPOSE:
7. The Unifier PURPOSE: Inspiring Individuals to Join a Movement
![Page 80: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/80.jpg)
Whole Foods Purpose is to inspire others to help co-create a world where everyone, our communities, and planet can flourish.
A red goldfish is its stance on food labeling. They are requiring all of their products to indicate if they contain bioengineered organisms by 2018.
![Page 81: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/81.jpg)
8. The Master
Type: Self Actualization Category: Purpose Archetype: The Master – Changing Lives and the World Fiction: Yoda, Gandhi Non-Fiction: Nelson Mandela, Elon Musk, Bill Gates
PURPOSE: On a Mission to Change Lives and Improve the World
Yoda
![Page 82: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/82.jpg)
9. The Transcendental
PURPOSE: On a Mission to Change Lives and Improve the World
8. The Master
![Page 83: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/83.jpg)
Warby Parker’s purpose is sell affordable eyewear and give back to developing countries by providing eyewear to those who need it the most.
A red goldfish from Warby is its “Buy a Pair, Give a Pair” program. The program trains men and women to give eye exams and sell glasses.
![Page 84: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/84.jpg)
It is important to differentiate between a mission and a purpose:
![Page 85: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/85.jpg)
“We do not have to be non-profits to make a difference in this world. We can be a for-profit that does things differently.“
– Rebecca Smith, Better Life Bags
![Page 86: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/86.jpg)
What are your RED GOLDFISH?
![Page 87: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/87.jpg)
READY TO THINK OUTSIDE THE BOWL?
![Page 88: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/88.jpg)
on February 14th
![Page 91: Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and Purpose](https://reader031.fdocuments.us/reader031/viewer/2022030316/5872bb9c1a28ab523c8b7b17/html5/thumbnails/91.jpg)
Keynotes and Workshops
+1.919.360.4702 [email protected]
LITTLE THINGS CAN MAKE THE BIGGEST DIFFERENCE