Fully Updated and Extended Edition
Available October 1st 2020

THE GUIDING
PURPOSE STRATEGY

A Navigational Code for Growth
#Brands #Businesses #People

by Markus Kramer
with Tofig Husein-zadeh

Pre-Order your Author Signed Copy

NEW: FULLY EXTENDED EDITION

Power up with stability and the ability to orient yourself – these are key factors for success, especially in turbulent times like these. In this fully extended edition, we add new perspectives for #brands #businesses and #people and explore the relationship between Purpose and growth in much more depth. More than ever, Purpose acts as a catalyst for growth from within, embedding competitive differentiation not just as part of your brand, but within your culture for good – enjoy!

Growth Focus

An exploration of how Purpose acts as a catalyst for growth

Broader Perspectives

Contributions from 10 experienced and inspiring Thought Leaders

More Content

Additional chapters on Growth, Transformation, Culture and more

Case Studies

Additional case studies: XSpace, Swissôtel, momondo and BPN

More Examples

Expanded and illustrated examples to bring the GPS Framework to life

Full Index

A new reference section and full index for easy reference and look-up

Your Notes

More space to jot down your ideas and reflections as you go along

New Audiobook

Professionally narrated, with an introduction from the Author.

Knowing your inner-Why is the new Know-How

Purpose is the Know-Why. And in today’s day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d’être.

The Guiding Purpose Strategy is a stimulating deep-dive into the transformational power of Purpose. Looking through the lens of contemporary brand management and taking inspiration from the luxury industry, where strategy and meaning-making have stood the test of time, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies and offers a hands-on tool to start your very own path towards finding your inner Why.

Building on 20+ years of experience of working with and for some of the most successful brands including Harley-Davidson and Aston Martin, global financial services firms, governments, charities and startups around the world, we demonstrate how the application of the GPS Framework can help you create your very own Guiding Purpose Strategy. Brands, companies and people with clarity of Purpose are changing the world. If you’re up for a journey of discovery and knowledge on professional and personal growth.

We are delighted to welcome you on board!

GPS Author Interview @ Cass Business School

More Videos

The Framework

The application of the GPS Framework helps you create your own Guiding Purpose Strategy. Drawing from many years of experience of working with and for some of the most powerful brands, from Harley-Davidson and Aston Martin to global financial services firms, government institutions, charities and tech startups around the world, the GPS Framework represents the condensed result of 20+ years of what works.

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Preview & Excerpt

Click below for a 56-page excerpt of «The Guiding Purpose Strategy – Extended Edition» including acknowledgments, table of contents as well as selected chapters. Or listen to the 20-minutes Audio Book sample.

Get Perspective

Get inspired by the exciting and inspiring contributions from respected thought-leaders across academia and global businesses.

Testimonials

London Workshop – TBD

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

Zurich Workshop – TBD

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

New York Workshop – TBD

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Get in touch

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Tofig Husein-zadeh

Markus Kramer

About the Authors

Markus Kramer is Managing Partner at Brand Affairs, a specialist consultancy advising boards and organizations on all aspects of strategic positioning and brand management. The companies Markus works with include Harley-Davidson, Aston Martin, DHL, Banks & Financial Services providers, Governments, NGOs, startups and many more. He is a visiting Associate Professor in Brand Management at Cass Business School in London and a recognized thought leader in the fast-paced world of cutting-edge brand and reputation management. He speaks regularly at select business schools and conferences globally. Markus holds degrees in Marketing & Brand Management from the University of California at Berkeley, an MBA (hons.) from the Saïd Business School at the University of Oxford and a Certificate in the Future of Commerce from MIT. See Markus’ personal website here.

Tofig Husein-zadeh is an Istanbul based brand strategist, business writer, psychographics researcher, translator and speaker. A former writer for Harvard Business Review, Tofig’s articles about luxury brand management are published by The Brand Age and Campaign and he is the founder of the biannual print magazine The Intelligentsia. See Tofigs’ personal website here.