Transcripts For CSPAN2 Book Discussion On The Purpose Economy 20140914

[inaudible conversations] every weekend, booktv brings you 48 hours of nonfiction authors and books on cspan2. Keep watching for more television or serious readers. Now on booktv, aaron hurst profiles millennial generation entrepreneurs who are building a new economy in the u. S. Based on connecting people with their local communities. He provides profiles of the entrepreneurs who started at see, kickstarter, airbnb, and other business. This is a little under one hour. Skepticism passes out come youll see im not a doctor. So i started an opposition called gideons a promise. It gets its Information Supreme Court case called gideons versus when writer to join years ago the screen court said the vehicle necessary to ensure justice is the lawyer. We cant have equal justice, we cant have equal justice for poor people if more people dont have the kinds of lawyers that you and i would pay for. 51 years later we couldnt be further from fulfilling that promise. All across this country criminal justice systems that have sent an embarrassingly low standard of justice for poor people. I work with these incredibly young passionate public defenders who go into the most challenging environments and very quickly the systems beat the passion out of them. And you see young people who mean well but they neither quit or they become resigned to the status quo because its just too hard to fight against the forces that are telling people we need to process human beings in the world where we are in car shredding more people and resources are scarce but so i work with these Young Lawyers really to try to inspire them, to go into broken system and force them to live up to their highest ideals. Really at its core will be doing is teaching lawyers to practice with a purpose. I actually learned about aaron hurst when he wrote this book, the purpose economy. And it resonated with me so much because what he was saying really was, its not just people who are trying to go into incredibly challenging environments and make transformative change that need to live with a sense of purpose, but every single one of us, everyone of us if were going to Meaningful Life and meaningful careers have to find a sense of purpose. What i really took from this book that was so amazing to me was that while we are working to try to build a movement of people to drive real systemic change, we cant do that if we dont inspire people to find what gives them purpose. Aaron hurst is really a pioneer in terms of teaching us about what it means to find perfect in our lives. And i think the work youre doing is so important because young people, this millennial generation, they are going to be driven by what motivates them and gives them purpose. And i think people if they want to have successful organizations and successful careers, theyll have to listen to what aaron is a saying and recognize that really it is all about purpose. So it is such an honor. Eichinger from atlanta because i am so moved by what aaron is doing and im proud to be a small part of it. I want to introduce to you aaron hurst the wrote this wonderful book, the purpose economy. Join me in welcoming aaron. [applause] that guy is so awesome. I mean, we just met, and its like im already come here to me in the work hes doing is so challenging and is doing with such courage, purpose and passion. I am honored to be associated with your amazing work. Affiliate generally talk after that. Its like so moving. Thank you for everything. Thank you, folks, for coming out tonight to talk about the purpose economy. Im hoping to spend 25 minutes talk about the book or us going to read out of but i figured you guys daughter read if youre at a bookstore. Instead of a walkietalkie but some of the key things im kind wrestling with folks and have a discussion about it. Let me start with how the book came to be. I have been studying sort of social change and change in our society, special about the workplace for over 12 years. Started seeing major change happening overall in the workplace and in the economy. My uncle, when he was at stanford, was an economist and coined the term information economy and point out in the 60s when viewed from an industrial economy into an information economy. It was interesting looking at what it was that actually with the science of this change. It also to start to understand how economies evolve over time but it was new information to me. And the fact that basically for millions of years we evolved as animals from aids to human beings. One of the traits of homo sapiens is where inpatient bastards, right . We have no patience and we were comfortable anymore with evolution and the pace it was taking but we werent willing to wait millions of years. We learned how to manipulate and use the land, animals, et cetera, to extend our lifespan, quality of life but that wasnt good enough so we have to evolution again and created the industrial economy and learned how to be stronger, how to be able to manipulate huge amounts of material that when it wouldve been able to do just the normal evolution. But again there was enough. We want to get smarter and we could information economy so get access, process more and more information. Whats interesting is you look to this progression where two things to me, one was it seem so unlikely if you look at the patterns that the information economy would be the last economy in our history. It was unlikely all this innovation we see, all the stuff in the papers is the last stop on the train. Seemed like he was almost impossible but it seemed like if you look at this evolution, Natural Evolution took millions of years. The aid wearing economy lasted thousandfor thousands of years. The industrial economy lasted hundreds. Its unlikely the information economy would last more than a few dozen and last, were only 10 to 20 years away what her next economy will be. Which is a fun thought to think that all this change can happen again that we have seen recently around a new economy. What is this next economy going to be . I started looking around and went to biology. Remembered how you can see communications. Youll find a four leaf clover, like a from the looks a little bit, a tree that seems different than the other trees. They are just vacation. When you see all the frogs changing, all the trees, all the birds, although clovers turned four leaf clovers you realize its a biological event that is occurring. What i saw looking around was things like the sharing economy, created economy, the maker economy can all these things before pointing to it was like pointing to a frog, tree, a bird, things that were changing. All these changes, the Common Thread was purpose. Peoples quest for purpose. One of the biggest indicators was around the millennial generation. I dont know how many of you remember side 101, hierarchy of needs, the hierarchy, its a triangle. The basi basic ideas are certain basin is like the ability to have a place to sleep and stay. Ability to have food. That are Major Concerns but as you go this parity of needs you start focusing on higher and higher order of magnitude of needs. When you look at the evolution of our hacking of our own evolution, it lines up nicely with what is going on we see each different economies are addressing each of these layers. As you look at the millennial generation, they did find this next level of self actualization around purpose. If you talk to most millennials, especially those in innovation and in a professional class, they are not scared of where is the next new clinic come from. Theyre scared of a life without meaning, without purpose, a career without purpose. This is the thing that is driving us and its why we see such radical change is happening with this generation. They are defining this next economy. How did i come to this . In 2001 iran under a position called the Taproot Foundation and our goal is to make sure every nonprofit in this Country Access to the marketing, technology, h. R. And strategy. The work they need to thrive. And over 12 years we built this out into a 15 billion marketplace. Parallel to philanthropy were selected exist to give cash to nonprofits that we created a market 15 billion market a year for pro bono work, parallel to philanthropy. What caused me to start my new company and write his book was a quote i heard from every single professional we worked with them which is the most rewarding work i do is my pro bono work. Not my paycheck work. At first that was with a sober. Thats awesome. We created this event for work, amazing. What caused me to leave was i realize we created disneyland for work. We created this rarefied extremes of the rest of the work, when you go back to the rest of your work was falling so far short of its potential and that work is fundamentally broken in our economy. Its not meeting our needs as human beings. We needed a post professional economy. A way to make this happen. My new goal in my grid is to make all work feel like pro bono work. To make sure that all work has that same purpose, the same incredible power as pro bono work. Theres no way in hell im going to achieve a but those are the kind of ghost i like to have are ones that set the bar very high to figure out how to do this. The first thing i had to do was understand the research around what action is purpose. Thats why want to spend the next few minutes talking to you about what i realized about what purpose actually is. The first thing i realized i spent 12 years committing malpractice. Ive been getting terrible advice to Young Professionals about their careers and how to increase meaning in their lives. Because i was understand the true nature of what purpose actually is. I want to share with you the malpractice i committed and share with you what i learned to be actually true. I find most people are committing the same malpractice. The first thing i realized was that purpose and cause are not convincing. A lot of times peoples am looking for more meaning and the work by can do if i should go into kittens, thereby become education to have it figured out what my calling is. What my causes, right . You go on linkedin or facebook and people are focused on, i want to meaning, purpose i need to have a cause or a Mission Behind what i stand for. Its prevalent misconception but the reality is i know a lot of people who check a lot of caused boxes on linkedin or support a lot of causes that have no purpose in their work. Or in their lives that i can tell. I dont know if any of you know people like that but theyre full of causes and that no actual purpose. I also know many people who have incredible purpose in the work, you couldnt name a single cause that they support what they are about. Tirpitz and cause are not the same thing. To define purpose you did not need a cause. That was the first myth i had overcome. The second one was that purpose is a revelation. People believe theyre going to go to africa, we the sunday times, bump and some of the street until suddenly be struck by lightning and the like boom, i have purpose. It sounds so ridiculous. Theres no way thats going to happen and get most people actually believe this. I was in oxford in england a couple weeks ago city with about 30 graduate students from around the world studying Different Things. I shared it is stacked with them, and it was faceting. They all look depressed. I call timeout. Whats going on . Why are you all of a sudden so unhappy . A basically, every single one of them shared, i can to graduate school because of the thats how you get a revelation. Graduate school is how im going to get a revelation because i did know what my purpose, white house. I came to graduate school and assumed i would get that when it came out. Breakup of senior faculty members and liked sorry, thats not in the cards. Thats not how life works. A lot of us walk around waiting for something outside of us to tell us what the purpose is that it comes from within us. The final myth and this is a private one is that purpose is a luxury. We tend to think you need to drive a bmw and others not to be able to purpose. Somehow you have to pay your dues, make money and you can focus on purpose, its a luxury. Its incredibly proud that assumption and soft prevalent among the affluent. Cant imagine how a poor purpose poor person could have purpose that money. There are plenty of examples and to make it a priority. We didnt think of the society that you have to suffer and earn money before you allowed to have purpose in your work and in your life. Theres a great example of how false this is in the greatest book ive written on this topic which is Victor Francos book he describes how was a slave in a concentration camp. It was purpose the cutting through it. I dont think theres any excuse for not having purpose in your work. In terms of the potential. Its not a luxury. I had overcome these three ms. That i found most of my colleagues held about what purpose is to understand how can we go about making all work if you like pro bono work. I came across of the research that was faceting that a write in the book. Which is about how people think about work and what is their mental map for what the role of work is in their life. Think right now in general, not today but just in general what is the role of work in life . Right . So it turns out the researchers found that people pick generally onone of three stories that they have throughout their whole life about the meaning of work. The first of his work is a job. Its a Necessary Evil to pay the bills, about generating resources by purely like ms is evil to make money. Some people are coinoperated. The second is that work is about a terrific it is fundamentally about identity and ego. We work so that mommy and daddy are proud of us. We work so when we go about your High School Reunion people dont think we are a loser, right . Its about how we define our identity and who we are. The third is calling. A fundamental belief that work creates value in the world and that the act of work itself creates purpose force. Three stories people tend to carry with him throughout allies. What was more interesting was that people who are in the calling category have higher life satisfaction, higher Work Satisfaction of the most accounts were better employees. I had always been taught you want a mix of these people. You want a mix of all three of these but the research and he pointed to the fact that maybe calling is where its at. Happier, more engaged, better employee. Its interesting in the u. S. Right now is of our workforce brockton onethird either work at a job, a third of the grid and if there is calling. Its almost evenly divided, job, career and calling the even more interesting it doesnt matter and the professions i stood with the actual career or job youre doing is. A third of doctor see the work as a really great way to get a state and, ethic and are pretty confident they can keep until they retire. A third find a really say im a doctor because mommy and daddy are proud of me and i know what a good way High School Reunion no one will call me a loser. They will say thats pretty impressive, youre a doctor. A third believe theyre adding value and a fundamental role of being a doctor is adding value and purpose. Thinking of executive assistant. This again pointed to the fact that purpose is not an external think that its not about whether or not you of a purposeful job. It has to do with whether or not you fundamentally just purpose in what you do and purpose in what you approach. Incredibly profound understanding like the nature of how society is structured your new research which i didnt cover in the book because its a brandnew action pointed to like where this comes from. In our adolescence this is largely set by our parents. Once its said, generally sticks with you throughout your entire grid. One piece i thought was amusing and interesting, shocking at first i made all the sense in the world was of the people who believe that work is fundamentally a job, a Necessary Evil, this research at michigan, not one of them had a Good Relationship with their mother growing up. Not one of them. So ive been telling people not come at a used to judge people who are only focused on money and now its my attitude, get them a hug and say im sorry your mother did not a Good Relationship with your. Its really interesting, i think it points to some of the key changes we need to make in terms of parenting and the way we educate people to set them up for instant how to make work the thing thats going to give them the best life and be the best employee. Just focusing on it as a calling. Thats what a lot of the book, the purpose economy, is about. What we know about the changes over all macro happening and why points to purpose in the next economy. Its about what actually generates purpose but what does the science tell us about what generates purpose and how can you identify things a try purpose for you . People have different drivers of purpose. Thats why we built a tool to go along with the book at a 15 this can help you identify what are your drivers of purpose you can optimize those in your work. The next section of the book is about organizations that are thriving in this new economy. Couplers is a great example of the kind of organization that is increasingly so critical that is bringing people together thats building community. Its a powerful. Because purpose it turns out its about three things. Its about relationships. Its about doing something greater than ourselves, which is not the same thing necessarily as a coast to you can be as simple as holding the door for somebody. Its about personal growth. Doing things, and keplers is about all three of those things. Its a wonderful to be talking about this year. We saw lots of companies around the country and around the world that were doing strategies for the employers but also for consumers and building new markets based fundamentally on the creation of purpose for individuals and for the customers. As these companies are increasingly becoming the employers of choice for millennials and the companies that millennials are shopping at, starting to change laying behavior around. These are the countries that were fundamentally thrive. I started my group back in the bay area in 97, and sort of went a dot com air was for starting and with us in a lot of companies saw this happening and they said okay, we need to hire a firm to design a website for us. Thats how we know were like in this. Others said wait a second time this changes everything. We need to reexamine every part of our organization and think about how technology is going to enable us to do new things, better things, Different Things and we designed around a. What we are seeing today is some are seeing this coming and they are saying, oh, god, were going to start a foundation, the volunteer programs. This is basically creating a website. Theyre basically doing the thing that is not about the core, putting on the site and checking the box. I have been talking to a lot of companies as part of the book to her and you see these ceos, heads of marketing, h. R. , so the biggest brands in the world suddenly realizing and starting to rethink about everything we do through the lens of purpose. I was meeting with a major retailer up in the bay area with all chief marketing officers and in the course of a day completed redefined their brains around purpose and are proposing radical changes to what of the longest in a Regional Companies in the country, because theyre saying if you want to attract millennials as customers and as employees they need to rethink about what theyre doing through purpose. The final section of the book which is a section i am most excited about in a lot of ways is really about how to move markets. One of my beliefs is weve got too many entrepreneurs out there reading widgets, selling services. Entrepreneurs think of how to create something and solid. What we need are more market movers. Im just so amazing, its crazy. But Market Makers think differently. They dont think about how do i exploit the market to get that up if they think fundamentally about how to actually create a market and move the needle in an entire market advantages think of their product, they think about the entire market. They think ahead about the investments they need to make. The our two companies i think eventually well. One is whole foods. Whole foods has radically changed the market for healthy and organic food. When i was a kid youd go to one of the stars and it smelled horrible. The food looked disgusting, right . Does anybody remember those . You had to really be devoted to go and buy healthy food. Whole foods over 30 years has changed our whole perception. Its now the place that foodies go to buy it and it created a change of perception in the market that has now cost the largest retailers and supermarkets around the country, around the world to start stalking his products and build incredible demand for the. Theyve done something even more important which is theyve helped so many small farms, small food providers get shelf space that enable them to start to build their infrastructure so they could meet bigger needs. Part of the challenge in that market place was the there enough demand to ever get a product to be good enough were it to go to the masses. Whole foods is the first place decorated significant show space to enable these startups, small farms to act to build enough capacity so they could not only sell and every whole foods the start go anywhere from walmart isnt the. They even give loans to small farms now so they can build their capacity for this marketplace. Another one is tesla. He did so want to build an electric cartridges i want to build a market for electric cars. He built his electric car april in a way which was as sexy as possible. He made it so it was the cars would find in every google parking lot and ample parking lot to everyone around the world was i better get one of those because thats clearly the thing to get. He could go but appetite but he also realized he had to struggle to infrastructure around the country for these cars ever of the electric cars. He started selling his components to his competitors so they would start entering the market. He is fueling the ability for his competitors to succeed but as you saw in the news the last couple of weeks he put all of his ip out as open source so that any car company can now be exact what castle is doing because hes building a market, not building a car. Want to talk about in the book is i realize theres a science to build a market. We can now look at what the adoption curve is for these markets but also at each of these stages what are the strategies that i should enable you to move the market forward . This cannot of research i did working with the governors, the widest, Different Companies about how do you create change in the market . Everyone is looking to do that especially social entrepreneurs who want to change the world but so much incremental work. I look at many of the major social changes over the last 50 years is they all use five strategies and only five strategies. Theres a toolbox of only five strategies that organizations market goes can use to actually create market change. If you use these and deploy them, they are the way to create this change to the final section of the book talks through what these five strategies are and talk to have to start to think more about how to move the market, not just a widget. Im incredibly excited about what my kids, they are six and a, the worldview will build, leaving high school and College Going into. This new economy they will thrive in thanks to large degree to the millennial generation. Theres so much reason for hope based on what i see happening, where innovation is coming from. And as i said i think theres two choices that individuals or companies we have. I think this is coming like a tsunami tortoise just like the information economy did. You can bust out an umbrella and hope for the best or you can bust out a surfboard and have a hell of a good time. Im not the telling people its time to go by our purpose economy surf board and ride this wave and make sure were not only have the the best possible career and life possible but also trying to build a world that is built for human beings and built for the rest of the ecosystem instead of just for organizations. Those organizations that we hold up as incredible standard, the average fortune 500 company, they only last 50 years. Run those things they really enjoyed. Are you seeing things that are happy naming companies to help avoid bad and if so what would it be quite that such an awesome point. I was in that link in and they were sharing how their vp sales guy was an incredible producer, couldnt be more successful. He devoted himself to manager. Hes like why am i a vp . This is not fun at all. The stuff i love doing was when i was a manager. He shocked the whole company. It makes total sense because they think about it, your professor, ray . And university, what happens when i look for a new dean . Every professor goes nodded. Its like as job. If you do it its like taking one for the team. In companies, everyone is clamoring for it, not realizing they are getting something that may not be what they thought it would be. If the companies flattening more come at the outweighs to realize the craft of their work as a key piece and not just managing people are managing the matrix. See more and more and really recognize the work of the craft and youre not just producing widgets, not just creating deliverables, but starting to celebrate the craft. Acxiom does this better than anyone ive seen. Companies try to recognize the importance of work as a form of craft and why we permit longtime ago, the work we enjoy this as crass people, trying to get people to realize that and also realizing caring is another big tease. Look what attorney shay has done its appose. These are two things that generate purposes caring and craft and companies are starting to realize that, especially those that are millennial. I arrived a little bit late, so this might have been answered at the beginning. With marissa over at yahoo , she said telecommuting with the intent of bringing everyone in. We want them at the death. When a lot of people for seven years we were moving towards working from home, not been in office and youve got all the entrepreneurs saying you can work from anywhere. Do you see that as something that marissa might be doing that could be changing things back to the way they were or did think she making a bad decision . I am a student at yahoo in detail so im reluctant, especially to pass judgment or critique what shes done. My insides of that as a ceo. She had a turnaround situation anyone whos done a turnaround come you what your whole team around you to be a battle mode. I can totally appreciate why you want that sense. We are all in this together. At that moment, thats incredibly important. Thats incredibly important. Thats what struck me. Theres a case for telecommuting for my wellbeing standpoint, from a flexibility standpoint for my senior car for hours at a standpoint. A lot of recent telecommuting is a better model, but also from a purpose and point to one of the biggest drivers of purposes relationships and working in the space with other people is an incredibly important thing in another big part of it is doing something greater than yourself. You can do that in a room by yourself, but it removes a lot of opportunities every day to do something greater than yourself. Purposes about learning new things, facing your fears, overcoming some of your previous conceptions about the world here thats much easier to do among other people. So i generally am a fan of the idea you want a community in your office. I dont see that as a negative. But that said, there are a lot of old with kids in different situations for telecommuting is desirable and ive always encouraged it. But there are moments when i need everyone together so we can outline in the forward. Yeah, david. So aaron, you said you had this on the website and i havent had a chance to visit it, that some people i work feel no purpose can now find purpose. What are your strategies to help someone go through that transformation . Two different pieces. As a challenge for people of the career career mentality and helping them change their idea about the role of work. Thats more profound than our website offers. I was telling a story about mothers the other day and a woman shared with me she had always had a job recruiter mentality and she also shared we did not have a Good Relationship with her mother. She went into therapy and found a couple years away to forgive her widowed mother. She said it was amazed at the same time her career totally changed and she found herself approaching work differently and focusing on social impact and social interests. I think that is the more psychological need to let go of part of your story from your past. They thinking . Id elect a nice purpose. With minimumwage come you can get base pay. Every job can give you minimumwage and other opportunities enable you to become a billionaire, which is to say abundance of purpose. Not literally a billion dollars. The key is first to know what generates purpose for you. That plan are simply both a a diagnostic that helps you understand what it is double generate purpose for you versus someone else. Why is this some people get a lot of purpose for being a doctor and not theres a hospital administrator. I would not get much purpose being a doctor, but i know a lot of people do. Our tool is to help you understand how it is you generate from an individual. The second inning and sister to craft your job and your workaround but you know about what generates purpose for you. We tend to take our jobs liquefy close off a train at the gap. We dont tailor them to fitness. What is necessary with work now is to treat that as the base pattern i start tailoring back to the e. U. One person does this insanely well is Erika Karp Piaget does it in a simple way. I want to reinforce it does not require technology. She simply asked her employees, how was your day . But she actually means it. Shes not just saying hey just saying he was. Shes asking how was your day. If they say had a good day, she says thats not good enough. What was the purpose moment today that needed a good day . And they share over a couple weeks, maybe a month or two should make subtle changes in their job to mcgibbon and projects, celebrating things differently around them, tailoring their clothes to fit them. I was shocked has an Investment Banking Group Therapist on manhattan. They were all wearing black suits. I said theres no way theres any purpose going on here. Its not biologically possible. And yet it was so rich and purpose, more than any place ive ever been because of the ceo pay she had invested in tailoring peoples close to fit them. Not just of the ceos can do. It doesnt require permission from your thoughts. We can do it for her peers and manager. One of the most profound stories is a hospital orderly. People love one of the worst jobs out there or cleaning up bodily fluids and doctors and nurses treat these people like furniture. They literally think of them as subhuman. Think about the last time you were in hospital. The domain of knowledge are there. Theres no person reason these people should love their jobs. What they found that doctors and nurses werent looking, they would often seeing, dance or tell jokes to the patience. I was not part of the job. When the interview, they didnt say tellme three jokes you will tell us an orderly at the hospital. Want to make sure they are funny. Theyre also attributed and spend more time helping faces with family and friends who came to visit them and provide more of a support number and doctors and nurses day. One of my favorite stories in a longterm care facility started moving art around to make sure patients have new things to look at them what looking at the same thing. They crafted the job to fit them in make a job with a sincerely felt they were as important as a doctor to the care of the patient. We need to help people have the selfawareness and start you craft their job to optimize what his purpose. If they cap out how much purpose they can make him and they need to find one that has more ability to craft another time they are fully in their career can be a master of purpose that there are more. I have a question about inventing the educational system so you are training kids in high school he went to start identifying what drives them. So thats one thing is how do you do that . The second is how plastic is this . The web of purpose that may change when im 10 years older . From the frightening people define themselves differently during different periods of their life . Purpose changes every two and a half weeks. No. The question is awesome and ever since i saw the research about adolescence ive been thinking about how can we make it so high schools have it as one of their goals, not to just graduate kids are going to college but have a selfawareness about what generates purpose. Im confident we can predict a bad age of mechanical. I would go to see a point where we can say 90 of the workforce has in approach and from my point of view on what i have seen doable. We should start making a part of curriculum. I think a lot of the Faith Based Community thing i can honestly this embedded via deceit is a different role for an educational system, but the science bears out this is absolute critical. My experience as seen from the research, purpose doesnt change. What i found when people claim the purposes change and you start to drill into a, its more like bpo players off the onion and become more selfaware. Its just they are starting to realize who they are and that is what is going on. They think they had a revelation or a changed purpose. I have yet to meet someone who i really understood the real change it up and not just a greater level of selfawareness. Please. I have a couple questions that i think are unrelated. One is a little bit bag, but it just has to do with what is really new about this. I know you can need no idea is new, the simply moved you to write a book about this. Purpose is not a new thing. I know you look at it as the framework for the economy. Why is this new . Thats one question. The other one is i do have a book unless appropriate. I am interested in your articulation about those five strategies for moving markets if youre willing to talk about that. Yet, id be happy to. Whats new about this . Purpose has existed forever. Its what every religion is about peer purpose. Its what socrates and every philosopher talked about. Got to a point where its gone to be something thats become commercialized. Its trying to impact the job market where people are going to make significant economic tradeoffs to maximize purpose of the work they do. People should be want to make tradeoffs in with the purpose and want to buy experience overconsumption. We see these trends as people look at the hierarchy and focus more and more on the higher order of magnitude needs in the millennial generation is really driving. They are the purpose generation. They are entitled to it and they are demanding it here say they can understandable the life without the other also not going to wait until they turn 40 or 50 or 60 to make this a priority. It is also due to the fact that such chaos in the world terrorism, environment will change from a job market and the Research Shows that theres more and more chaos, people look to find purpose and meaning and theyre not fighting stability of the external world. Thats a part of why the one meals are drawn having grown up with 9 11, Climate Change and all of what is going on with that. Entering the workforce and the Great Recession to made an incredible imperative for them to build internal stabilities for defining purpose. What is new is its getting for merchandise. We are easier to be a significant part of our gdp and i suspect intended homier secretion of purpose will be the leading driver of innovation and growth in the economy overall. Your second question about the five lovers. I dont have the book in front of me and ive been talking too much. Ive got to test myself here. For five things of organizations and movements have used i found a minimum of three sulfide. The first one is bright spot. When someone can prove something previously thought was impossible is possible. When alice waters created or Edible Garden to see how we can have Healthy Foods because people previously thought its not economically viable. We cant serve anything but chicken fingers, french fries that are school in the specs and imagination and show something is possible. It can drive better change. When we are able to protect knowledge he change again what is possible, if we create a pill that cures cancer, thats an incredible market over the changes will field. If we find new ways to use technology for two skilled things to a much bigger scale. The third is policy, which is one of the most traditional ones people think about. Its corporate policy because Many Companies now are bigger than countries. Anytime you are setting new rules that change fundamentally whats allowed and whats rewarded in society or from a community, that creates market moving forces. Thats what we did. Thats three. Here we go. Public reception in behavior change. So when we actually can change the publics perception about an issue, it fundamentally changes the market. One great example im sure will appreciate is the Death Penalty. For longtime americans were staunchly in favor of the Death Penalty. I for an icon the appropriate thing to do and all kinds of activists were cheering its not right. Were the only civilized country to do this and they were beating the drum and getting nowhere. Americans continue to have more and more support. It wasnt until the Innocence Project is change the friend change the friends of innocent people are being executed. Even though americans want for a nikon is more compelling for them to think what if innocent person executed. Suddenly americans perception about the Death Penalty charges shift because the perception must be fundamentally of an issue here for innocent people are executed and not was more pointed and then the idea of not getting proper justice. Changing the perception come issue after issue in a final one is the researcher data. When we have new researcher data that enables us to understand the market in a radically different way and understand the difference going on. We saw this a lot with hiv aids were at a point we thought we were winning this war and new data came out the figure winning the war for why people put in the black community it is worse than it ever has. That data change public perception. And what are the Health Care Issue to a social justice issue. Research enables the change perception to become created and enables us to create these bright spot. So these five am i took literally to the white house governor south isnt that break this. Theres resources you need to apply to make this happen. You need resources and leadership to make this happen. If you can tinker with the change of market you want to build, you can basically figure out which one you need to use and wan and can use these markets and stop wasting so many resources doing things that dont actually move the market. Another one or two questions. First of all, thank you for being here. Your book resonated with many of us on many levels and thank you for the kind words. Your book resonated a lot because we are trying to accomplish in that context a portion for you is something you talk about in your book, which is what are the leadership models people need to look to adopt for this purpose organizations because they feel a lot of the old military style hierarchical topdown models that all connie was still time to work anymore. People are frustrated is because those models dont create purpose. They create efficiency. They create low prices, but they all create purpose. The talk about the leadership model. The model that i think is most promising is really an old bottle in a large Nonprofit Sector which is community organizing. A lot like the 1960s Community Organizers. Their job is to enable others to realize the purpose in writing from behind by enabling others purpose coming forward. You see a lot of new companies that are purpose oriented leaders are seeing their goal the binding of a generous purpose for people and customers in enabling. Not telling people what to do, but activating purpose. The piece that was really fascinating. I think you live in a Current Society and assume everything is the way it is, but it is interesting to see a lot of professions we now take for granted like human resources, marketing, Strategic Planning to exist as we know them before the information economy was likely to see a whole new professions that they will be business schools, trade associations and Community Organizers because you look at youtube. Youtube is not the largest volunteer organizations in the world. Silly about these people creating content that are not getting paid for it. If youre the ceo, like whos an employee quite was a customer quite incredibly bored. H. R. , marketing, we have relationships with people in our community we need to treat them all at the same tribe. Mozilla does a brilliant job were at their retreat, they invite their volunteers and pay for them to come. Anytime they do training and development if they cant do free. They also do something i think is really powerful and scares the out of me. My friend steve schlosss the innovator who created this. They take their new emerging leaders. At 9 00 a. M. They chopped them off and say go help somebody. Ill pick you up at 5 00. They dumped them there. That is scary. Really scary. For someone who worked as a Pro Bono Service that. Youre not going to make any impact. Thats so unorganized. What they found as people came out completely transform because they realize to serve they needed permission. So much volunteerism you go out there in a steakhouse in him are set in him or suffer in him or suffer you come the soup kitchen ready to go for you. You never have to ask for permission to serve. Its a very powerful example of the kind of leadership necessary for leadership needs to be airing and you have to ask for permission to do it. Is nothing like a general analysis a profound example of helping people realize services something, leadership is something that has to be earned. That is something utterly struggled with and work on every day. It sounds so obvious and clear, but it is a tough thing to do. That is what i see is some of the traits i write about in the book. One more question if anyone